Rail safety is always a timely message.
People and trains don't mix. Yet, people continue to trespass on the Metrolink tracks in South Orange County. Students are particularly prone to engage in this risky behavior. The new, quieter Metrolink trains barely make a sound, catching people by surprise. This outreach campaign is critical to prevent more fatalities.
Klein+Klein created a campaign for OC Metrolink that warns people to stay clear of the tracks. Bright yellow and black caution colors were used along with silhouettes of people engaged in typical activities along the tracks. Marketing specifically aimed at students included bookmarks, social media, and other outreach material.
Delivering the safety message online
Animated and static social media ads were developed to work with both sponsored and organic posts targeting the areas in and around the Metrolink stations on the Orange County Line and the Inland Empire-Orange County Line.
Emergency Notification System signs
We created a glove box card with four key tips on what to do if a car gets stuck on the tracks. The card was prompted by the Emergency Notification System signs posted at railroad crossings. The two-sided card offered an explanation of the sign details in conjunction with the tips.
Social media campaign
The social media campaign revolved around four anti-trespassing messages including being distracted on foot, cycling, driving and exercising. There are too many people taking selfies and glamour photos on the tracks but we left that out. Trains are surprisingly quiet and can surprise people on the tracks or right-of-way.
The campaign includes station banners.
Bus outreach on routes serving Metrolink stations have been included.
Outreach flyers were used at many public transit events.
A bookmark program was created to reach out to schools and kids.
General flyer for outreach events
Station kiosk posters.