Our video content was hosted on YouTube and pushed viewers towards our online test through a call to action. From a media perspective the only regulation was a minimum spend with You Tube in order to allow this mechanic. That minimum spend level was £40,000.

Creatively, YouTube does not allow graphic depiction of violence or injury so we needed to be aware that whilst we could use shock we needed to focus the game on reaction times and skill, rather than showing the result of being hit by a train. The message was conveyed through copy rather than visuals.

We used celebrities to push the message on social media and within the video content. The tweets from Wretch 32 were paid for promoted posts, making them easily recognisable as an advertisement. In accordance with best practise the tweets held the hashtag #networkrail in order to ensure the affiliation was obvious and not misleading to the viewer.

We created a video with British rapper Wretch 32 and ‘spoken word performer’ George the Poet in which they were tested to see how easily they could identify the direction of an oncoming train and react to the noise. At different levels of the test we added background noise and mimicked the effect of surrounding buildings, to create a more realistic setting.

We drove viewers from this film to take the test themselves online. Using binaural sound played through headphones we gave the train sound a direction, which players had to identify and react to.

2,515,356 You Tube views of the video.

Over 70,000 people then went on to test themselves - average of 2.2 attempts.

2.7 million people exposed through Tweets from Network Rail, Wretch 32 & George the Poet. Over 50,000 clicked through from these tweets.

A further 4.4 million exposed through Facebook.

Our ultimate aim is to bring down deaths on the railway - we can’t directly attribute changes to the campaign at this point but it is heartening to see that fatality levels in the last few months have been lower than the previous 3 years.