We’re all responsible for staying safe around trains and trams. But in the rush of everyday life, that responsibility is often ignored—sometimes with deadly outcomes. When TrackSAFE Foundation asked us to come up with a friendly video that would encourage Australians to be extra-mindful during Rail Safety Week, we jumped at the chance to make a difference.
All it takes is a little rhyme and reason.
Our brief was to show positive behaviours and outcomes (unlike a certain other extremely catchy rail safety campaign), so the animated short needed to be both entertaining and memorable in order to achieve cut-through. Because it was being played in cinemas, we approached the job as a short film rather than a safety video; choosing a style and tone that would make it a fun piece of pre-movie entertainment in its own right. Thus, the idyllic town of Tracksville was born—along with some rhymes that would make Dr Seuss himself proud.
The final two-minute animation, produced entirely in-house, was played in cinemas around NSW during Rail Safety Week, as well as being pushed out through TrackSAFE’s social networks, ultimately educating and entertaining over 150,000 people.
After the success of the first video, we took a return trip to Tracksville in 2017 with a series of three social media posts framed as breaking news reports. But what do you report on in a town without any rail incidents? Well… nothing, as it turns out. And that’s exactly the point we wanted to make.