Steely Stare extraordinaire to role model rail safety messageRail Safety Week is fast approaching (7 to 13 August), and to help spread this year’s message KiwiRail and TrackSAFE are introducing a ‘Steely Stare’ extraordinaire. This new campaign aims to change people’s behaviour at level crossings, targeting motorists, cyclists and pedestrians who may be complacent as they cross. Instead of taking a quick glance, people are encouraged to focus carefully and intently as they look left and right for trains. A new role model – “Steely Stan” – will demonstrate this correct behaviour around crossings, and then keep a ‘helpful’ eye on everyone. The campaign phrase is ‘Steely Stare. Steely Stare. All clear’. TrackSAFE Manager Megan Drayton says “We’re using a bit of humour and a memorable character in this campaign because, while safety is no laughing matter, we need to grab people’s attention to encourage them to take a proper look rather than a cursory glance.” The “Steely Stare” will be profiled in a video which will be available on the KiwiRail and TrackSAFE YouTube channels from 7 August. Keep an eye out too on social media for posts that can be shared. There will also be nationwide radio and print advertising, billboards, posters, fliers and school visits. Keep your eye out for Kaitiaki o Ara social media posts showing how you can be involved.
|
