KiwiRail launches new ‘Steely Stare’ behaviour-change platform for rail safety via FEDERATION

To promote safety around railtracks KiwiRail and TrackSAFE have unveiled a disruptive new behaviour-change platform via New Zealand independent agency FEDERATION.

KiwiRail and TrackSAFE are urging people to be like Steely Stan – and take a good look for trains when approaching any rail level crossing. The new campaign uses the visual metaphor of Steely Stan on his horse to demonstrate how unexpected trains can be at level rail crossings – “one minute they’re over there, next minute, they’re right here”.

In the year to 30 June, 40 vehicles or people collided with trains across the national rail network and there were 305 near misses. And at public level crossings alone, there were 11 collisions and 192 near misses, with 77% of near misses at crossings that already have active protection.

KiwiRail executive general manager communications, Nigel Wilson, said that as part of Rail Safety Week 2023, role model Steely Stan and the behaviour-change message of ‘Steely Stare. Steely Stare. All clear’ is disruptive and memorable: “It’s so important that all of us are cautious and vigilant any time we approach a rail level crossing. For this year’s Rail Safety Week campaign, we’re promoting a simple behaviour that will keep people safe – taking a long, good look in both directions, a ‘steely stare’ and not just a fleeting glance, when you approach a level crossing.”

TrackSAFE NZ foundation manager Megan Drayton said although the new behaviour change platform for Rail Safety Week leverages humour to grab attention, the message was very serious: “This is about saving people’s lives. In today’s high-pressure environment, we know people can switch off at more grim warnings. Behavioural science tells us people are more likely to do the right thing when they are being watched. This is why we are introducing Steely Stan as a role model for Rail Safety Week.

“Steely Stan demonstrates the correct behaviour around crossings, and then keep a ‘helpful’ eye on everyone. He’s promoting a simple message: ‘Steely Stare. Steely Stare. All clear.”

Independent New Zealand agency FEDERATION was appointed to KiwiRail earlier this year.

Says Sharon Henderson, CEO, Federation: “For FEDERATION, this new behaviour change platform for Rail Safety Week is especially significant. We have a long track record of delivering effective safety marketing and social marketing campaigns and are genuinely committed to preventing more near misses and tragic incidents on New Zealand’s rail network.”

Rail Safety Week runs from Monday 7 August to Sunday 13 August 2023.

It is coordinated by KiwiRail and TrackSAFE in close partnership with Waka Kotahi, NZ Police, Auckland Transport, Auckland One Rail, Greater Wellington Regional Council, Transdev

Wellington, councils and supporting organisations and schools throughout New Zealand.

Client: KiwiRail 
Creative: FEDERATION
TV Production: Eyes and Ears 
Sound / Sound FX: Liquid Studios 
Media: Wavemaker