Pegasus, an Ashfield Healthcare Communications agency, delivered an award-winning campaign for Network Rail, halving the number of trespass incidents and reversing a five-year trend.

Network Rail in the U.K. engaged the services of Pegasus to develop a campaign to help decrease the number of young people trespassing on the rail network. Based on the simple insight that no teenager wants to let their mum down, the campaign’s strategy was to persuade young people to think about the impact it would have on their loved ones if they were seriously injured or killed.

It's confrontational campaign hit young people both in the heart and the head – presenting the rational facts in a highly emotional context. A hero film told the real story of a family devastated by a trackside accident, while out-of-home, social assets and a campaign website placed rational, educational messaging in the context of the impact on loved ones.

The story appeared on every mainstream broadcast media channel at launch, generating 364 items of coverage. The campaign’s social content reach was 14 million people. Crucially, as a result of Pegasus’ awareness campaign, the number of trespass incidents halved, reversing a five-year trend and, as a result, the campaign won gold at the Global AMEC Awards.