Finalist
Beware the Bubble
Summary of work
Safety on the railway is based on the behaviour of the people that use it, so in theory accidents should be easily preventable, but most accidents are not the result of conscious irresponsible behaviour.
'Beware the Bubble’ is a public awareness campaign created for Network Rail aimed at reducing the number of personal injuries and accidents befalling passengers by encouraging people to be more present and mindful of their surroundings when using the network.
The campaign has been developed based on insights powered by our creative and one simple, psychological and relatable truth – that we all live our lives in a bit of a bubble – those moments when our minds are elsewhere, but sometimes this can lead to injury or harm. This ‘inattentional blindness’ means we see far less of the world than we think, especially when we’re distracted by something and that’s why we all need to ‘Beware the Bubble’.
Judges’ comments
The concept of ‘Beware the Bubble’ was brilliant and the campaign was overall well executed. The judges really liked the analogy of being lost in your own bubble and thought the video and materials were excellent. An effective campaign with demonstrable outcomes.
