A freight rail client wanted to make a widespread PSA campaign for Rail Safety Week in response to an increase in accidents and deaths due to people, particularly males between the ages of 18 and 39, disobeying or ignoring rail signs and signals.
A groundbreaking approach was necessary to save more lives.
A colleague and I spearheaded the creative strategy, getting the client on board with a multi-faceted campaign that included influencer partnerships, video ads, infographics, and audio ads to be promoted across TikTok, Instagram, Reddit, YouTube, Spotify, and more.
Our Rail Safety PSA campaign generated more reach and engagement among target demos than any previous campaign despite a smaller budget compared to years past!
PROMOTING
RAIL SAFETY
APPLIED SKILLS
& TACTICS
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Led the brainstorm for creative PSA tactics and determined targeting methods, such as programmatically serving YouTube ads to users consuming MrBeast and Joe Rogan, to reach the focus audience of men aged 18-39.
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Successfully proposed the core video ad concept of the campaign - an oncoming train jump scare paired with statistics to underscore the danger of disobeying crossing signals and warning signs
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Researched, pitched, and secured multiple influencers within various industries (comedy, farming, trainspotting) connected to our target demo (18-39 year-old men)
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Facebook, Instagram, YouTube, Reddit, TikTok, Spotify, Hulu
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Responsible for channel-specific messaging, captions, and formatting for both organic and paid campaign posts
RAIL SAFETY PSA CAMPAIGN
HIGHLIGHT REEL
