Transport for NSW launched its newest safety campaign for Sydney’s new light rail, which started its operations late last year. The campaign, led by creative consultancy Wunderman Thompson, extends on the existing ‘Heads Up, play it safe around light rail’ brand platform, communicating the safety implications that come with the new light rail.
The ‘Heads Up’ campaign explores the community life around the light rail and features a local Sydney street cast; all who are proud to share their knowledge of how to stay safe and enjoy the neighbourhood they love.
Wunderman Thompson’s chief creative officer Simon Langley explains the creative is designed with the Sydney community at its heart: “‘Heads Up’ feels like a safety tip coming from a friendly neighbour, or a familiar face you’d pass on the street every day. After all, it’s the locals who know every twist and turn of their stomping ground.”
Transport for NSW’s executive director of marketing and campaigns Rita Harding said the campaign is integral to changing the behaviour of the Sydney community as the light rail launched: “Too many of us walk around with our heads buried in our phones. As the light rail launches in the busy Sydney CBD, we need to change this behaviour and prompt Sydney to keep their heads up and stay safe.”
The campaign appears across TV, social, and outdoor along the Sydney light rail network and comes after Wunderman Thompsons’ appointment by Transport for NSW following a competitive pitch in October.