Federation on track to deliver KiwiRail rail safety advertising programme

KiwiRail has announced the appointment of Federation as a strategic creative agency partner for its Rail Safety advertising.

Working with KiwiRail and not-for-profit foundation, TrackSAFE, Federation’s first mission is to develop and deliver a new creative platform for Rail Safety Week. This first major initiative in a long-term, national rail safety programme is designed to reduce incidents around railway tracks, preventing harm and reducing the number of collisions and near misses between people, vehicles and trains.

The appointment is effective immediately.

KiwiRail Executive General Manager Communications Nigel Wilson says: “This new appointment concludes a robust and competitive stakeholder panel process. Our panel was impressed by Federation’s experience and expertise, and their creative concept for this year’s campaign. Safety around the rail corridor is a major focus for KiwiRail. We’re excited to be working with the Federation team in this next evolution for our advertising programme, tackling this vital safety message for all New Zealanders.”

Federation has a long track record of delivering effective transport marketing and social marketing campaigns, including the successful mobilisation of Aucklanders from cars to bikes over the last five years, public transport patronage, education and awareness campaigns encouraging lower carbon transport solutions, and on-water safety behaviour change programmes for boaties.

Federation CEO Sharon Henderson says: “For Federation, this appointment is especially significant. We have significant social marketing experience and a real commitment to the transport sector that enables us to bring both behavioural science and creativity together for powerful results. Our team is thrilled.”

Megan Drayton, Foundation Manager for TrackSAFE New Zealand, says: “TrackSAFE delivers a breadth of safety communications including advertising, advocacy, education and engagement. It’s exciting to have a partner with the knowledge and commitment that Federation brings to Rail Safety Week. Their approach demonstrated innovation as well as deep expertise. Great to have them on board.”

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