Queensland Rail Customer Injury Awareness Campaign

Client : Queensland Rail
Project: Customer Injury Awareness Campaign
Direction: Queensland Rail
Illustration: Rachel Tribout
Deliverables: Illustrated Animal Characters, background scenes, editable assets.

Background

A 2023 safety campaign aimed at raising personal awareness among travellers, particularly the older demographic.

Challenge

Communicate serious safety messages in a memorable, friendly and engaging way—cutting through a busy train station environment without overwhelming or alarming passengers.

The campaign needed to resonate with:

  • Older passengers (primary audience)

  • Their families and carers (secondary)

  • Medical professionals assisting with transport logistics (secondary)

Creative Approach

We developed a suite of cheeky Australian animal characters, each embodying a key safety message through playful behaviour and ‘animal instincts’. The concept allowed to shift the tone from didactic to delightful—making safety advice more relatable, shareable, and visually engaging.

Each illustration included a simple, adaptable background set within a train or platform environment to suit a variety of campaign placements—from posters to seatbacks to onboard signage.