Spikes Asia

The Conscious Crossing

CLEMENGER BBDO | TOUCHCAST, Wellington / KIWIRAIL / 2017

Presentation Image
Supporting Images
Supporting Images

Overview

Entries

Credits

Overview

Background

At less frequented pedestrian railway crossings, expensive warning systems can’t always be installed. These crossings pose a risk to human life every day. A fact reflected in the 28 New Zealanders killed or injured at railway level crossings with no warning infrastructure last year.

At these crossings, it’s left solely up to pedestrians to check for potential dangers. But over-familiarity with the crossing environment often leads to complacency with its risks – and pedestrians inadvertently putting themselves in harm’s way.

KiwiRail’s core objective was to make more people consciously aware of the dangers before crossing, to prevent more harm. With traditional warning systems costing hundreds of thousands of dollars, our challenge was to find a smarter, simpler solution that would switch peoples’ attention back on, for a fraction of the cost (less than NZD$15,000). One that could ultimately help save lives at all 122 railway level crossings throughout New Zealand.

Description

Research shows the more familiar people are with an environment, the less attention they give it– which is especially dangerous at railway level crossings where expensive warning signals can’t be installed. We developed an interactive, cost-effective new way to engage pedestrians’ brains, right at the moment of risk. The Conscious Crossing is an outdoor installation consisting of a series of moveable gates. Installed right next to railway level crossings, it keeps the crossing environment ever-changing, continually altering the environment to make the familiar, unfamiliar. Shaking pedestrians out of their complacency and switching their minds from autopilot to alert for danger. Designed with human nature in mind, anyone can easily alter the gates into any of the 45,239,040 unique layout configurations, any time– empowering people to take an active role in helping keep fellow pedestrians safe. As the layout is continually changed, an ongoing cycle of safety between pedestrians is created.

Execution

The Conscious Crossing is a safety system that literally changes user behaviour as they move through it. In contrast to conventional fixed barriers systems, its layout continually changes to make the familiar environment unfamiliar – creating a multitude of ways to approach the tracks at a single crossing.

Unlike other warning infrastructure which can be expensive, time-intensive to install and require power to operate, it can be easily and cost-effectively installed, without reliance on power to function. Made from similar materials to traditional barriers, it’s just as strong, yet light enough to be altered by anyone. Designed with human nature in mind, anybody can change it into any layout, any time – creating an ongoing cycle of safety between pedestrians.

A cost-effective, tangible, real-world solution, The Conscious Crossing is a system that can easily be rolled out across all other crossings in New Zealand and around the world.

Similar Campaigns

12 items

1 Spikes Asia Award
The Rail Ritual

DDB NEW ZEALAND, Auckland

The Rail Ritual

2023, KIWIRAIL

(opens in a new tab)