Most people only see horror train accidents in grainy images in news media. Australia’s rail workers experience both accident and aftermath. More than we all think.
Did you know that DWTD’s primary aim was to help Melbourne’s train workers deal with what they witness every day – people taking mindless risks and the accidents that result? The Stable editor, Candide McDonald, learned that from John Mescall when she interviewed him in 2013.
In fact, all of Australia’s rail workers have to deal with the devastating impact of accidents and other incidents. So, suicide prevention charity, R U OK?, and OgilvyOne have joined forces to produce a communications campaign to help TrackSAFE ensure that workers feel supported and open to caring conversations.
The new internal communications campaign is a suite of tools, collateral, workplace event guides and other mechanisms to help encourage rail workers to engage in caring conversation using the tagline, A chat can transform a workmate’s journey.
OgilvyOne senior copywriter, Beris Zanetich, noted, “Affected by the pressures they endure and the tragic episodes they witness, many rail workers experience an escalating variety of negative feelings over time. Yet a caring conversation with a concerned co-worker can be the catalyst that begins a positive transformation of their negative mindset.
“As a result, the message to workers through our communications had to be clear, believable, rail-relevant, and the events had to facilitate genuine opportunities for meaningful conversations to take place. We’re believe the program has real potential to help workers across the country.”
The creative executions use visual cues from familiar rail network maps to make the ‘R U OK?’ conversation starter relevant. The aim is to position the work as a key ‘switchover’ hub that can put an unhappy workmate on a more positive path. Elements include workplace event guides, postcards, posters, take-ones, conversation topic starters, email templates and other online communications through to two-person muffins and heat-sensitive coffee mugs.
A version of the creative was also produced for the broader public. In Melbourne, Yarra Trams has ‘wrapped’ one of its trams with the creative and a message to remind commuters, too, that A chat can transform a mate’s journey.
“The creative cues developed by OgilvyOne provide rail workplaces with a range of opportunities to start meaningful conversations among co-workers. It’s an impactful and relevant way to get the message out to rail and tram workplaces across Australia, and through our partnership with TrackSAFE, we hope as many rail workers as possible will see, engage and get involved with the message,” R U OK?’s campaign director, Rebecca Lewis, stated.
Industry-specific Rail R U OK? Day staff events, promoted via digital media, and signage in staff work areas had already started to take place in different areas of the country as a result of the project.
Project Credits:
Art Director: Gareth Barlow
Copywriter: Beris Zanetich
Account management: Will Hasko & Emilie Ammann
Agency Credits:
Managing partner: Sally Kissane
Creative director: Rob Morrison
Associate creative director: Brenton Bleechmore
