Working with media agency UM Birmingham and creative agency Storycatchers, Reach and Network Rail’s ‘You vs Train’ campaign aims to convey the importance of personal safety around railways lines through startling creative
Exclusive to Reach, the creative is shown across the Express, Mirror and Daily Star online, with an inbuilt reader survey to measure audiences engagement and brand awareness that helps to inform future campaigns and improve its effectiveness. Reach will also be using an inbuilt Brand Uplift tool to measure changes in sentiment.
Nick Wolstenhome, Reach’s digital lead, said: “This innovative campaign really puts audiences into the centre at the click of a button, and is yet another example of the importance of trying new things to create impact, combining our audience and technical expertise to convey a really important message.
“Our in-house tech team worked closely with the creative team and client to build an interactive platform from scratch, that we hope will engage our millions of readers across our titles and really make them think about rail safety.”
The campaign runs until the end of June 2022.