V/Line X-ing Luck Campaign
V/Line are committed to improve safety at level crossings and recognised that engineering solutions are not the only answer to the problem; education and enforcement tactics are also required.
In 2012, V/Line engaged us to present concepts to help improve safety at level crossings and remind people of the fines involved with making illegal crossings. With a lot to do, and a small production budget with which to do it, we created a high impact campaign that demanded attention, delivering a no-nonsense message that literally stopped people in their tracks. We took the classic Railway ‘X-ing’ symbol and repurposed it. The very first iteration, ‘Don’t push your X-ing luck’, gave the communication a real edge and lifted it above the typical ‘nanny state’ safety messages.
We were careful not to over-design or overcomplicate the message, and creating such a clear and simple device has meant we’ve had an easily adaptable, scalable concept that has now been used across several targeted campaigns.
PTV branded Outdoor
DL leaflet, Posters and Schools Initiative