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The challenge

Network Rail was looking for a suite of safety toolkits and accompanying assets to help their staff engage and educate the public about staying safe around the railway.

The aim of the toolkits was to allow route colleagues (e.g. Community Safety and Level Crossing Mangers) to engage local audiences on key aspects of railway safety at any time, regardless of whether a national campaign will be run on that topic.

The toolkits dealt with safety themes such as Level Crossings, Station Safety and Trespass.

The challenge

The solution

We initially worked on a pilot project to create the Level Crossings toolkit. We started by talking to route colleagues to understand what materials would be useful in supporting safety conversations.

From here, we proposed a suite of assets that worked as ready to use downloadable assets, but that could also be translated into editable branded templates, so colleagues could amend and add their own content using Network Rail’s brand hub system.

Our role was to copy edit the content, design each of the assets and the overarching toolkit (which took the form of an interactive PDF) and manage the creation of the templates through Network Rail’s preferred supplier.

The toolkit included infographics to explain the extent of the safety issue (e.g. the numbers of accidental fatalities at level crossings), as well as posters, postcards, leaflets, screen graphics and pull up banners.

We created English and Welsh versions of each asset.

We also created artwork for a range of accompanying promotional merchandise. Following the successful completion of the pilot project, we were commissioned to create two further toolkits – on Station Safety and Trespass.


We started by talking to route colleagues to understand what materials would be useful.

We started by talking to route colleagues to understand what materials would be useful.


The toolkit included infographics as well as posters, postcards, leaflets, screen graphics and pull up banners.

The toolkit included infographics as well as posters, postcards, leaflets, screen graphics and pull up banners.


We created English and Welsh versions of each asset.

We created English and Welsh versions of each asset.


NR4-1
NR2

The impact

A few months after the first two toolkits (Level Crossings and Station Safety) were published, in summer 2020 we contacted a sample of toolkit users to get their feedback on how they were finding the toolkits.

As a result of this research, we made some recommendations for improvements - specifically to add a digital first asset and to create a simple user guide for the NR brand hub to help people get the most out of the templates we’d created.

This work was completed alongside the creation of the third toolkit – Trespass – and the three toolkits were re-launched at the end of January 2021. They are already being used by colleagues across Network Rail to support important safety conversations.

Going forward, we will work with the client to update the content annually to ensure the toolkits remain relevant.


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As part of the original suite of assets, we also created an Easy Read leaflet – an established accessible format for providing information designed for people with a learning disability.​

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