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.

Character Line-Up

Each animal was chosen for its symbolic alignment with a key safety message, brought to life in two distinct poses and paired with a simple train environment to reinforce the context:

• Koala – “Hold on tight”
  Gripping onto a pole with zen-like calm.

• Kangaroo – “Hop in a lift”
  Choosing the elevator over stairs to prevent falls.

• Emu – “Watch your step”
  Eyes wide open, carefully navigating a step.

• Echidna – “Take it slow”
  Trundling through the carriage with cautious intent.

• Bilby – “Pay attention”
  Distracted by a phone, then alert and aware.

• Wombat – “Need a hand?”
  Receiving assistance from a friendly staff member.

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.