Powerful ad campaign promotes safety at Merseyrail


With a network comprising 75 route miles and 780 trains every weekday providing 40 million passenger journeys a year, Merseyrail is one of the most intensively used networks in the UK.

Merseyrail is committed to customer service excellence and the safety and security of its customers and staff. The company has won many awards, including the prestigious Putting Passengers First award and a Royal Society for the Prevention of Accidents Gold Award for Occupational Safety in the areas of Safety and Security. However, the company was keen to prevent complacency, and asked Oculus to design an internal safety campaign to raise staff awareness.

We recommended the messaging should be highly motivational and Merseyrail chose ‘eyes open’ – the most hard-hitting concept we presented.

The campaign kicks off with a series of materials to encourage staff to be vigilant by making them stop and think about the consequences of failing to act. Phase 2 champions staff stars by showcasing examples of good practice. The final phase reinforces earlier messaging – comprising stark tell-it-like-it-is designs based on loss of life and its impact on families.

Deliverables included:

  • 15 types of posters – five for each of the three phases
  • 15 electronic notice boards – corresponding to the posters
  • A screensaver
  • Giveaways, including a card wallet for travelcards and playing cards in three designs