TrackSafe New Zealand and KiwiRail have developed a new way to keep pedestrian’s minds alert at rail crossings in a new campaign via Clemenger BBDO.
‘The Conscious Crossing’ is a cost-effective series of moveable gates, designed to be put in places where expensive warning signs can’t be installed. It does this by changing the environment every time pedestrians walk through.
Tracksafe New Zealand foundation manager Megan Drayton said in the release: “When you approach a crossing you’re taking a risk. But familiarity makes you less alert to danger, and as a result people often don’t take a moment to check for trains. The Conscious Crossing could solve this dilemma”.
The supporting Facebook video shows regular users of the rail crossing facing a different obstacle path each day, which they all admit increased their awareness of the crossing
According to the release, research backs this up, showing our brains need something to change in a familiar environment before we’ll actively engage with it
Executive creative director Brigid Alkema said it’s human nature to mess with stuff and its a fact Clemenger embraced when designing 'The Conscious Crossing'. Every time the public play with it, they’re actually helping to keep others alert in the process. It’s early days yet, but we’d love for this system to be taken and implemented at other crossings throughout NZ.”