Network Rail commissioned Eleven to create a memorable and engaging suite of assets aimed at young people (aged 10-14).
This was to inspire them to consider a future career in Science, Technology, Engineering and Mathematics (STEM), and ideally in rail.
We started by unpicking how to present this information to the audience – considering what would make it interesting and relevant to them. Awesome railways was born – the idea being that there is lots about a career in STEM, and the railway specifically, that is awesome.
We then determined the formats to present this information in – in this case a video, animation, leaflet and website.
For the video, we used an influencer strategy, working with an established early years personality, with a relatable following for the audience.
We opted to work with BAFTA award-winning presenter, Maddie Moate. She has a unique platform and presentation style, enabling her to reach and engage with the target audience.
We filmed Maddie at Network Rail’s Rail Innovation and Development Centre, so she could showcase the rail technologies of the future.
For the other assets, we adopted a colourful and fun illustration style, to appeal directly to the target audience.
We started by considering what would make this information interesting to our audience.
We adopted a colourful and fun illustration style to appeal directly to our target audience.
We used an influencer strategy, working with an established early years personality, with a relatable following for the audience.
This collateral has kickstarted a wider early engagement campaign building on the Awesome railways theme, including creating some e-learning games for use during the COVID-19 pandemic when engagement events couldn't take place.