The two primary audiences we needed to address were elementary school-aged children, and the broad group of males 21-60. Our plan? Teach good habits in formative years, and break bad habits in the older group.
Strut was asked to frame out the program strategy based on CP’s rail safety objectives, name and brand the program, develop a communications strategy, then create ongoing communications materials.
Our foundational strategy was two-fold. First create a rail safety brand that is distinctly recognized as being owned by CP and becomes a container within which safety messaging can be appropriately packaged for its key target audiences. Then evolve CP’s rail safety efforts from a rules-based enforcement approach to one that is based upon proactive education and an understanding of consequences.
We developed the program name, then created an identity that carved out a distinctive space within the CP parent brand. We developed a bold, graphic illustrative style for the older demographic, and a fun, approachable style for the youth audience.
CP wanted to address a particular high-risk group: post-secondary students whose routines have them regularly interacting with rail lines, resulting in complacency. We developed washroom ads to be placed in neighbouring clubs and pubs, and brought one to life to create a video for digital ads on a very modest budget.
We developed a collection of engagement tools to be used during school programs, and community events attended by the CP Team. These included colouring and activity sheets, an interactive quiz available online and through on-site iPads, and large cut-outs of the CP RailSense mascot for family photo ops while waiting for a ride on a Mini-Train.
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