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Rail Safety Week 14 – 20 August 2017
Toolkit
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Rail Safety Week 14 – 20 August 2017 - Digital Toolkit
Dear Rail Safety Week (RSW) Committee,
This digital toolkit has been put together to help you promote RSW, an annual community awareness week held in Australia and New Zealand in August. With your
help, we aim to work together to engage the community in safe rail practices.
A record 61 organisations from across Australia and New Zealand are participating in Rail Safety Week in 2017. Such great buy-in from industry, government and
police demonstrates the importance of rail safety and the necessary action required in the space. We want every member of the community to do the right thing
near tracks and trains for the benefit of their own safety, and the safety of others.
This digital toolkit will help you promote an effective and fun Rail Safety Week.
Contents include;
• information about RSW (contents of which can be included in a letter to your local Minister);
• summary of overall communications approach and key messages;
• social media recommendations for posts;
• copy of the national media release;
• A3 digital poster for download;
• A5 digital hand-out for your RSW event;
• signature blocks to share internally within your organisation;
• web banners to help you promote RSW on your websites;
• RSW colouring-in sheets for children;
• information and digital assets to help you promote TrackSAFE’s National Primary Schools Competition (winners announced during RSW); and
• RSW checklist;
I applaud your efforts in promoting RSW as far and wide as possible. Together we can work to mitigate the number of incidents occurring on our railways in order to
make everyone track-safe.
Yours Sincerely,
Naomi Frauenfelder
Rail Safety Week Committee Chair
TrackSAFE Foundation Executive Director
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About
Rail Safety Week (RSW) is an Australasian rail industry initiative that
sees organisations across Australia and New Zealand come together
to promote rail safety messages for one week every year.
Now in its 12th consecutive year, Rail Safety Week is coordinated by
the TrackSAFE Foundation. The aim of the Week is to illustrate the
importance of exercising caution when using the rail network and
particularly, that the onus on members of the public to take
responsibility for their own actions. Fatalities, incidents and near hits on
the network cause severe and lasting trauma to the rail employees
involved, and every one of these is 100 percent avoidable. That is why
we use the Week to bring attention to this important issue.
This year’s RSW will be held 14-20 August 2017.
The theme for 2017 is ‘Rail Safety – it’s everyone’s responsibility’
Content included
1. About: ....................................................................................................... 3
2. Overall communications approach ................................................... 4
3. Key messages ......................................................................................... 4
4. Media release text ................................................................................. 6
5. Social media messages ........................................................................ 7
6. Checklist ................................................................................................. 18
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Overall communications approach
Rail organisations, government and police participate in RSW by various
means. Some host public events involving their local Ministers, while others
run competitions for children and conduct educational visits to schools.
Industry participants can choose to focus on a key issue for their campaign
that in turn supports TrackSAFE’s national activity.
In recent times, RSW has gained a great deal of traction online with
members of the public sharing photos of themselves on social media while
holding up signs of the RSW campaign message ‘Rail Safety Week – it’s my
responsibility’. The 2017 campaign maintains a primarily digital focus, with a
YouTube video (40 second animation), online advertising and strong social
media presence. The campaign will also reach a broad audience targeting
metropolitan and rural areas and key demographics for particular
messages/channels.
Key messages
Freight
• Multiple freight trains can come at any time and from either direction,
always cross tracks at a designated pedestrian level crossing.
• Vehicles (trucks and cars) must wait at a passive level crossing (stop,
look, listen, think). If it is a passive crossing there are no red signals, no
stop or give way signs, no boom gates or flashing lights or bells.
• Always ensure there is enough space for your vehicle on the other
side before making the decision to cross.
• Don’t trespass or take shortcuts across railway tracks.
Passenger
• Stand behind the yellow or white line on the platform at all times.
• While travelling on board a train make sure you’re holding onto
something and exercising courtesy towards others.
• Be sensible, pay attention and be alert around trains; don’t play on
your mobile phone, hop off your bike and always remove
headphones when you are near train tracks.
Light Rail
• Road users must share the road with light rail (trams), especially when
giving way or performing a hook/U-turn.
• Always look both ways before you cross the road where there are light rail
tracks.
• Community must be aware of light rail construction zones and new light rail
projects integrating with current transport systems.
Target Audience
• Primary Audiences – Australian public
o Teenagers
o Customers/commuters (all ages)
o People who live near level crossings
o Road users
o Rural townships and communities
• Secondary Audiences
o The Australasian rail industry
o Parents/teachers
o Police
o Road safety groups
o Metropolitan cities
o All levels of government
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Communication Tactics
The campaign will be promoted with accompanying imagery and messages
via a range of communication channels using different tactics.
The campaign would be exhibited via the following means:
• Advertising
o Radio advertising: Radio advertisements will be developed and sent
to targeted regional/community radio stations for air time.
o Online advertising/cinema advertising: Online advertisements for
Facebook will be created driving traffic to the website. Cinema
advertising will also be explored in 2017.
• Marketing tools
o Animation: A new 40 second animation will be developed to leverage
off the success of the two minute animation called ‘TracksVille’ which
was developed in 2016. The animation will be hosted on YouTube and
will drive traffic to the RSW page on the TrackSAFE website and social
media pages.
o Posters: Positioned in railway stations, workplaces and on trains, A3
posters will be developed in digital form for organisations to print and
display.
o Promotional material: an A5 handout for organisations to give out at
public events will be developed. The handouts will include safety tips
for being safe around railways.
• Media
o Media release: A national media release will be distributed to media
outlets Australia-wide announcing RSW.
• Social Media
o Website: The TrackSAFE website has a dedicated RSW page. This will
be used to promote Rail Safety Week.
http://tracksafefoundation.com.au/rail-safety-week/
o Twitter and Facebook: The TrackSAFE Twitter and Facebook accounts
will post key announcements on RSW (via #RSW2017) as well as
commentary on RSW activities/events.
o The RSW animation will also be promoted on social media channels to
evoke conversation and sharing.
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Media release text
Australia and New Zealand celebrate Rail Safety Week
This year’s annual community awareness week - Rail Safety Week has officially kicked off (running from 14 – 20 August).
“Harm prevention charity the TrackSAFE Foundation, together with 60 rail, police and government organisations from around Australia and New Zealand are
united by our commitment to delivering important safety messages via Rail Safety Week,” said Naomi Frauenfelder, Executive Director of the TrackSAFE
Foundation.
“Rail Safety Week draws on the collective experience and passion of those in the industry to deliver an internationally recognised annual awareness week.
“During Rail Safety Week we urge members of the public to share rail safety tips with others; take the time to talk to your friends, children or loved ones about the
importance of staying safe around the rail network. As a community we need to stop accepting illegal and reckless behaviour around trains, tracks and level
crossings– which can often end in tragedy – and start taking responsibility for our actions.
“Always stand behind the line when waiting on a platform, never trespass in rail corridors, expect trains at level crossings even when they’re not timetabled and
be sure to remove headphones when you’re anywhere near tracks – these are just some of the safety messages we’ll be spruiking as part of this year’s Rail Safety
Week. All deaths, injuries and near hits on the rail network can be avoided if people simply obey the rules and avoid becoming distracted.
“Be sure to visit the TrackSAFE website to see where your nearest Rail Safety Week community event is being held. Come and join the rail safety celebrations, be
aware of the risks and encourage safe behaviour around railway lines in your community. Help us by being part of the solution,” said Ms Frauenfelder.
Rail Safety Week information: http://tracksafefoundation.com.au/rail-safety-week/
-ENDS-
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Social media messages
Recommended posts:
[Insert organisation] will join forces with 60 other rail operators, police units and government organisations to celebrate Rail Safety Week, (RSW) 14-20 August. RSW
aims to improve education and community awareness around rail safety. Our organisation is getting involved by [insert details/community event]. Be sure not to
miss this year’s RSW; rail safety is everyone’s responsibility. For more information visit http://tracksafefoundation.com.au/rail-safety-week/
#RSW2017
---
You have the power to choose to do the right thing - rail safety is everyone’s responsibility. We all know there are important safety rules to follow when we are at a
train station, using a level crossing or near trains. These rules are there to protect you. It is up to you to obey the rules at all times. In the lead up to Rail Safety Week
(14 – 20 August) we’ll be sharing our top safety tips to help you keep safe. [Drip feed safety visuals via Facebook or Twitter]. For more info please visit
http://tracksafefoundation.com.au/rail-safety-week/
Rail operators, police units and government organisations have united to promote rail safety messages during Rail Safety Week (14 – 20 August). Community
members are responsible for knowing how they should behave on trains, around railway lines, at stations, and near tracks for the benefit of their safety, and the
safety of others. Rail safety is everyone’s responsibility. Find out how you can get involved in this year’s Rail Safety Week and find your nearest community event by
visiting http://tracksafefoundation.com.au/rail-safety-week/ #RSW2017
#RSW2017 is fast approaching, learn how you can be safe around trains & tracks. Find your nearest community event: http://bit.ly/1TdtAL3
#RSW2017 kicks off 14th August, what community event will you be attending? http://bit.ly/1TdtAL3
Rail Safety - it’s my responsibility #RSW2017 [insert picture of yourself holding the ‘RSW it’s my responsibility’ sign]
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Rail safety tip: always mind the gap between the platform and the train; children to hold an adult's hand #RSW2017
Rail safety tip: In the bush and in the city always expect trains, even when they aren’t timetabled #RSW2017
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Safety tip: remove headphones around train and tram tracks so you can hear properly & listen out for warning sounds #RSW2017
Rail safety tip: while on station platforms, be sure to stand behind the line #RSW2017
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Rail safety tip: doors closing? Stop, wait and catch the next train or tram #RSW2017
Rail safety tip: always cross train tracks using a pedestrian Xing, footbridge or underpass #RSW2017
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Rail safety tip: if you drop something on the tracks, never get it yourself – ask rail staff for help #RSW2017
Rail safety tip: Stop behind the line, look both ways for trains, listen for trains coming & think ‘is it safe to cross’ #RSW2017
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Rail safety tip: road users need to share the road with trams. Always give way and be careful not to perform U-turns in front of trams #RSW2017
Rail safety tip: be aware of Xings where there are no boom gates or signals. Always be aware, stop, wait, look and listen. #RSW2017
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Rail safety tip: Hop off your bike to cross tracks. #RSW2017
Rail safety tip: Hold on tight to the handles on the tram or train when standing to prevent falling. #RSW2017
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Rail safety tip: Always look both ways: trains can come from either direction #RSW2017
Rail safety tip: Cross at designated pedestrian level crossing areas #RSW2017
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Rail safety tip: Put your mobile away – stay alert around trains, trams and tracks. #RSW2017
Rail safety tip: Talk to young children about how to stay safe around trams, trains and tracks. #RSW2017
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Rail safety tip: While waiting on platform, park your pram parallel to the tracks, apply brakes and hold onto the handle. #RSW2017
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My Checklist
In the lead up to RSW I have;
▪ shared the RSW signature block with colleagues;
▪ begun promoting general RSW messages on social media using the hashtag #RSW2017;
▪ begun promoting the upcoming activities we’re undertaking as part of RSW on social media using the hashtag #RSW2017;
▪ taken a photo of myself pledging my rail safety for social media (take photo of yourself holding the ‘RSW it’s my responsibility’ sign –
http://tracksafefoundation.com.au/campaign-material);
▪ uploaded the RSW web banner to my corporate website and linked to the RSW page: http://tracksafefoundation.com.au/rail-safety-week/
▪ provided a list of RSW activities to TrackSAFE to display on the RSW website;
▪ printed off copies of the RSW A3 poster and A5 hand out (http://tracksafefoundation.com.au/campaign-material);
▪ printed off copies of the colouring-in sheets in preparation for children’s activities, (http://tracksafefoundation.com.au/campaign-material);
▪ drafted a media release to send to local media contacts outlining what we’ll be doing for RSW;
▪ and I have invited our local minister to take part in our RSW activities.
As RSW commences (14 August) I have;
▪ issued our RSW media release to local media contacts;
▪ promoted the RSW animation internally within my organisation and via social media (available on You-Tube or on the RSW page on the TrackSAFE
website);
▪ and I have embedded the new animation on our corporate website.
Throughout the Week I will;
▪ share photos from RSW events/activities on social media #RSW2017
▪ enjoyed celebrating RSW!
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Contacts:
If you need assistance please contact Sara Ross, National Corporate Affairs Manager of the TrackSAFE Foundation
Ph: (02) 6270 4508 or email [email protected]
