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The challenge

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.

The challenge
The challenge
The challenge

The solution

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 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 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.

We used an influencer strategy, working with an established early years personality, with a relatable following for the audience.


1751_Early Engagement Leaflet_Dv1f

The impact

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.

 

“Working with Eleven is  easy and enjoyable from start to finish. They are so full of creative ideas and are always suggesting new things for us to try, like the recent e-learning games they created for us during lockdown, when we couldn’t attend our usual planned events.”

Project Leader, Early engagement
NETWORK RAIL
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