Transport for NSW
‘Heads Up!’ positive behaviour change campaign
—
Campaign concept development
Scriptwriting
Creative
Video and radio production
—
With Sydney’s light rail set to open in late 2019, Transport for NSW engaged Hard Edge to develop and produce a behaviour change campaign to help pedestrians, cyclists and motorists stay safe.
Research and insights from an initial brief highlighted the challenge of educating a diverse audience about the new light rail system, and how to interact with it. This informed development of the ‘Heads Up!’ campaign, and resulted in a focus on positive behaviours around light rail.
Giving someone a ‘heads up’ is to give them advanced notice, in a friendly manner. In this case, the double meaning in providing education as well as encouraging the public literally to look up from the ground or their phone, was an effective way to convey that campaign messages were worth listening to. Featuring male and female National Rugby League legends and current players in the video enabled fun and light-hearted delivery of public safety messages.
The final video also included four ‘cut downs’. Suitable for sharing via social media, each reinforced desired behaviours: avoiding distraction, crossing at designated crossings, cyclists crossing tracks at right angles, and following height restrictions.
The campaign tested extremely positively across social, OOH, and radio, and the ‘Heads Up!’ catch cry remains ongoing.
