Clemenger NZ unveils 'The Conscious Crossing' to keep minds alert at railway level crossings

0067KWR-RailSafetyWeek-RSW_still_04[2] (1).jpgAs part of the annual Rail Safety Week campaign, TrackSAFE NZ, KiwiRail and Clemenger BBDO have created an experimental new way to make pedestrians more alert at railway level crossings.

'The Conscious Crossing' is a cost-effective series of moveable gates, designed to be put in places where expensive warning signals can't be installed.

Says Megan Drayton, TrackSAFE NZ foundation manager: "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."

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Research backs this up - our brains need something to change in a familiar environment before we'll actively engage with it.

Says Brigid Alkema, ECD, Clemenger BBDO, Wellington: "It's human nature to mess with stuff. A fact we 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."
 
Client: TrackSAFE NZ and KiwiRail
Megan Drayton (TrackSAFE NZ Foundation Manager)
Kirsten Kilmister (Rail Safety Week Co-ordinator)
 
Agency: Clemenger BBDO/Proximity
Production Company: Flare

4 Comments

Periodontist said:

My wife says its a Cannes Silver. I believe him.

Nick said:

Looks like a great way to attract kids to play near crossings.

Hmmm said:

One location, trial period aside, I don't buy it. It's all conjecture.

Be surprised if this collects any brass but given the crap that's been awarded the past few years, especially since clients and suits started making up the numbers on juries, who knows.

louise boyd said:

Is this dda compliant? Is it suitable for use by disabled people wishing to cross the tracks?

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