Network Rail: Track Roulette
Yes, crossing a railway track is a shortcut. A shortcut to a fatal accident. With this in mind, we set about changing pedestrians' decision making. With a little help from 400m hurdling world champion Dai Greene, rapper Wretch 32, and spoken word performer George the Poet, digital ads illustrated the dangers and difficulties of hearing approaching trains. Ads drove traffic to an online game where viewers could test their own reactions.