Safety At Its Heart
Behaviour change agency, 23red, today announces the redesign of its multi-award-winning film ‘Eighteen’, created in partnership with Network Rail to highlight the dangers of electrified railways. The film has been reworked into a 32-page comic book and will launch at ComicCon Birmingham 2019 to communicate the campaign’s lifesaving message to a younger audience.…
Views of the film – entitled ‘Eighteen’ because events take place around a central character’s 18th birthday – surpassed 5 million on YouTube this month.
To support safety events held by Network Rail in city centres, train stations and schools next year, 23red took inspiration from the comic book world to create something that would grab the attention of passers-by when placed in their hand.
Working with a dynamic creative team assembled by comic creator Steve Tanner of Time Bomb Comics – who is known for his Flintlock adventure series – the comic book version of ‘Eighteen’ follows the same storyline as the film whilst adding a fresh dimension to it by examining some scenes in more detail.
As well as drawing on his own experience with the comics medium, Steve Tanner has worked closely with writer Richmond A Clements, artist Gary Crutchley, colourist Matt Soffe and letterer Bolt-01, to produce a story that not just sits alongside the original movie but can be enjoyed as a comic in itself.
Stuart Humphreys, Senior Communications Manager for Network Rail, said: “Comic books and graphic novels are not only cool, which means people are more likely to accept and read one than a leaflet, but they use visual, spatial and textual cues to formulate one solid understanding of the story. So, as well as being entertaining, these books require more investment from the reader and are therefore more memorable.
We are delighted with the strategic support provided by 23red throughout this ongoing campaign, which enables it to continue reaching new audiences.”
Sean Kinmont, Creative Director and Co-Founder at 23red, added: “As an agency we are wholly supportive of work that drives behaviour change and is a force for good. This campaign does both and, we are very proud to say, has the potential to save lives. It was a pleasure to work with Network Rail and Steve Tanner on this project and we continue to passionately raise awareness on the issue of rail safety.”
The comic ‘Eighteen’ launches at Birmingham Comic-Con on 16th – 17th November. Print copies will be available free of charge at the show and at public safety events taking place from February 2020 along the electrified route of the Midland Main Line. For anyone unable to attend an event, a digital version will also be available early in the New Year.
Steve Tanner will be on site at Birmingham ComicCon to sign copies between 11:00am and 12:00pm on Saturday 16th November.
For more information visit: https://www.networkrail.co.uk/communities/safety-in-the-community/railway-safety-campaigns/always-on/
Agency contact Sadie Westwood
Agency contact job title Business Account Director
Writer Richmond A. Clements
Copywriter Ali Omar
Art director Tom Mann
Artist Gary Crutchley
Editor & Creative Consultant Steve Tanner
Colourist Matt Soffe
Producer Philippa Dunning
Creative Director Tristan Cavanagh
Exposure (media channels) Comic
About Network Rail
Network Rail own, operate and develop Britain’s railway infrastructure; that’s 20,000 miles of track, 30,000 bridges, tunnels and viaducts and the thousands of signals, level crossings and stations. As part of the largest upgrade since it was completed in 1870, the Midland Main Line is being electrified from Bedford northwards via Kettering to Corby using Overhead Line Equipment. This will enable quieter and cleaner trains with more seats to operate on the network. However, this means there will be 25,000-volts running through the overhead wires along the railway at ALL times. So, whilst electrification will bring important benefits it is vitally important people living and working along the railway know about the potential risks.
23red is the creative agency that gets people to do things. Because we know that getting people to do something (and do it now) is the most powerful way to make them feel and then think differently about your brand, a cause, or their own behaviour. We call it Do.Feel.Think.
This philosophy informs everything we do. It’s the foundation of our planning approach, it’s evident in the work we create, and it shines in the results we achieve.
Try it for yourself: smile, and you’ll feel happy. Instantly.
We’re masters in developing new strategies that focus on an immediate action and long-term change; creating new brands that are action orientated; and crafting activation campaigns that start with a do.
Our expert understanding of behaviour change means that we always deliver work that engages your audience through the most relevant channels – close to the point of purchase, influence, or change in behaviour.
To say hello, and see what we can do for you simply visit: www.23red.com
We’re on LinkedIn, Facebook, Twitter, and Instagram.