Cannes Lions
CLEMENGER BBDO | TOUCHCAST, Wellington / KIWIRAIL / 2017
Overview
Entries
Credits
Description
Research shows something needs to have changed within a familiar environment for people to consciously engage with it. The Conscious Crossing was created to constantly alter the environment around railway level crossings. An interactive, cost-effective series of moveable gates, it constantly changes to make the familiar, unfamiliar. Engaging pedestrians’ brains and switching them from autopilot to alert for danger, right at the moment of risk.
Designed with human nature in mind, anyone can easily alter the gates into any layout, anytime – empowering people to take an active role in keeping fellow pedestrians safe, creating an ongoing cycle of safety.
The system is produced for only NZD$7,800 per unit (plus site-specific installation costs). With eight distinct positions for each of the ten barrier arms leading to 45,239,040 unique configurations, it’s a simple way to keep the crossing environment fresh, for a fraction of the cost of other warning systems.
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.
Outcome
Through observation during initial trials, The Conscious Crossing has proven to directly and positively affect pedestrian behaviour.
Following its success, it is currently being pushed through more extensive testing by the New Zealand Transport Agency (the national body that implements nationwide transport solutions), with the aim of implementing it at all 122 of the other similar crossings throughout New Zealand. A roll-out that could positively impact the daily routines of the tens of thousands of pedestrians who use such crossings every day – and an ongoing, tangible demonstration of KiwiRail’s commitment to rail safety.
Easy to install and cost-effective to produce, The Conscious Crossing has the wide-reaching potential to provide a simple, long-term solution to help keep pedestrians safer at railway level crossings throughout the world.
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