Respect the sign

As the country’s largest rail freight provider, our partner Aurizon deals with level crossing safety issues every day – with over 1,000 near misses and collisions annually. Beyond the collisions, the near misses can also be traumatising – with effects so severe that some drivers and other crew never return to the jobs they love.

Aurizon came to us to create a compelling and persuasive campaign to reduce these incidents. Our solution? A simple and easily repeatable visual mnemonic of someone crossing their arms across their chest, mimicking the iconic railroad crossing signs found across Australia. The campaign is changing behaviour, reducing incidents and putting safety front of mind, including bonus media coverage on local and national television, online and newspapers across Australia.