Sydneysiders explain how to stay safe around the light rail in Transport for NSW campaign from Wunderman Thompson

Transport for NSW has launched a safety campaign to educate people on the best practices to stay safe around Sydney’s new light rail.

The campaign was created by Wunderman Thompson, which won a competitive pitch for Transport for NSW in October last year.

The campaign features an array of Sydneysiders explaining how to best cycle, drive and walk the streets. Tips include riding bikes straight across the tracks to avoid getting wheels caught, queuing across intersections, and checking both ways before crossing the street for oncoming trams.

The latest campaign extends the ‘Heads Up, play it safe around light rail’ brand platform for Transport for NSW, which was introduced late last year.

Wunderman Thompson’s chief creative officer, Simon Langley, said: “‘Heads Up’ feels like a safety tip coming from a friendly neighbour, or a familiar face you’d pass on the street every day. After all, it’s the locals who know every twist and turn of their stomping ground.”

Transport for NSW’s executive director of marketing and campaigns, Rita Harding, said the campaign was targeting a crucial behaviour change.

“Too many of us walk around with our heads buried in our phones. As the light rail launches in the busy Sydney CBD, we need to change this behaviour and prompt Sydney to keep their heads up and stay safe,” Harding said.

The campaign was produced by Collider Films and directed by Caleb Mountjoy.

The campaign will appear on TV and social media, and on outdoor platforms across the Sydney light rail network.


Transport for NSW
Rita Harding – Executive Director, Marketing and Campaigns
Jarrod Brennan – Director, Campaigns & Integrated Projects
Bronwyn Putland – Campaigns Manager, Campaigns & Integrated Projects
Jamey Nguyen – Senior Marketing Officer, Campaigns & Integrated Projects
Marg Prendergast – Coordinator General, Greater Sydney
Troy Griffith – Director, Divisional Management Office
Melanie Clark – Principle Manager, Media and Communications Sydney Light Rail

Wunderman Thompson
Simon Langley, National Chief Creative Officer
Sinead Roarty, Creative Director
Darren Moss, Creative
Chris Searle, Creative
Ana Lynch, Partner
Bronte Rohrig, Engagement Lead
Brona Kilkelly, Strategist
Gabe Hammond, Senior Producer

Production Company: Collider Films
Director: Caleb Mountjoy
Producer: Annie Schutt
Executive Producer: Rachel Ford-Davies

Sound Studio: Rumble Studios
Sound Designer: Tone Alston

Post-Production: The Cannery at Wunderman Thompson


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