challenge:

For a number of years Queensland Rail has been trying to address ‘at risk’ behaviours of young people at train stations and near railway lines. Previous campaigns have had minimal impact and injuries and fatalities were continuing.

Solution:

SpeakOut developed a detailed peer research, consultation and design process to inform a rail safety campaign targeting young people.

A peer research working party was formed to participate in a five stage process that involved:

• training;
• information gathering and interviews at identified QR sites;
• questionnaires and feedback;
• brainstorming and market testing campaign concepts; and,
• direct involvement in the campaign design and development.

The final campaign and products were the result of this process.

Queensland Rail has already identified both the developmental process and the campaign as an unprecedented success and all five campaign concepts were eventually chosen and applied through a range of strategies.

Members of the peer research working party also acknowledged the partnership as a success and were recruited not only for their creative talent but also for their alignment with the target audience.

Over 200 people were consulted by the peer research working party.