“IT’S A THIN LINE…” CAMPAIGN FOR SAFETY AT LEVEL CROSSINGS

Level crossings present one of the biggest challenges in railway safety. And yet, despite numerous warnings, traffic road users still take risks and underestimate the dangers of level crossings.

Our idea was to use an impactful, emotional, yet creative approach to convey to traffic road users what can happen to each of us as a result of a moment of distraction when crossing railroads.

The campaign slogan is: “It’s a thin line…”, which can have several evident and symbolic meanings.

“It’s a thin line…” is not only the beginning of the people talking about the “thin line between life and death,” but the term “line” here can also be interpreted as a synonym for railways and roads, multi-directional communication, good and bad behavior of participants in the traffic, etc.

Also, one of the significant elements of the creative solution is the railway, i.e., the crossing of rails and roads, as well as the ECG line, which turns from a curvy “life-like” line into a straight line, which can also imply the tragic end of the life of a careless traffic road user.

Implementing the “It’s a thin line…” campaign included communication and marketing strategy, design and production of TVC, animated educational videos, and printed flyers.

The project is part of the global initiative “Global Plan for the Decade of Action for Road Safety 2021-2030”, which aims to reduce the number of fatal road accidents by 2030 by at least 50%.

“It’s a Thin Line” campaign was implemented in markets of the Western Balkan countries.