QR partnership to save lives

Queensland Rail (QR) recently launched a rail safety campaign, developed in partnership with SpeakOut, targeting young people and 'at risk' behaviour around railway lines.

The campaign was the culmination of a detailed peer research, consultation and design process lead by SpeakOut's Youth and Community Programs Team and SpeakOut Creative.

A peer research working party was formed to participate in a four 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.

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.