Rail Safety Puts Trainspotting In Vogue
KiwiRail and TrackSAFE New Zealand have launched a new safety campaign that uses the concept of 'trainspotting' to encourage vigilance at level crossings. The initiative aims to reduce the number of collisions between trains and pedestrians or vehicles.
Why it matters
Rail safety remains a critical public health issue, and this campaign attempts to use behavioral psychology and pop culture to improve safety outcomes.
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KiwiRail and TrackSAFE are leaning into the worlds of trainspotting and fashion to inspire safer behaviour around level crossings as Rail Safety Week begins.
“We’ve launched a new campaign calling on motorists and pedestrians to “be a trainspotter when you cross,” KiwiRail Chief Executive Peter Reidy says.
“The trainspotting community gets it right when they wait, watch for, and anticipate the arrival of a train, and that’s the kind of positive behaviour we want to promote.”
TrackSAFE NZ Foundation Manager Megan Drayton says the campaign, which draws on the world of fashion, is designed to stand out and make rail safety feel achievable.
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