Brookfield Rail uses cartoon characters getting killed in online game for safety campaign

Brookfield TrainsBrookfield Rail, the manager and operator of Western Australia’s southern rail freight network, has launched a new campaign aimed at promoting the importance of rail safety across WA’s regional community using hand drawn animated characters, and an interactive game.

The campaign is directed towards children and their parents, with Brookfield Rail creating three characters – Jack, Scout and Albie – who are brought to life in an interactive game called Track Splat! and are used to convey rail safety messages.

Gryphon Management Australian in conjunction with Gettin Hectic developed the campaign concept while the online game has been developed by Blond Gorilla.

In 2012 Melbourne Metro Trains used a similar marketing tactic with the multi award-winning ‘Dumb Ways to Die’ campaign which used animated colourful characters as well as a popular mobile game to highlight safety issues around trains.

Some characters from the Dumb Ways to Die campaign

Some characters from the Dumb Ways to Die campaign

Brookfield Rail corporate affairs manager Melanie Henley said: “The game communicates and reinforces key rail safety messages, showing the consequences of correct and incorrect behaviour, as children help Jack, Scout and Albie find the safest route to cross train tracks and avoid hazards.

“Brookfield Rail was assisted by regional primary school students from various age groups in the development of the three characters and the online game, to ensure they were relatable to a wide range of ages and to both genders.With their guidance, Jack, Scout and Albie were brought to life, each with their own distinct personalities, messaging and behaviours.”

The Track Splat! campaign consists of a scalable pop-up set, a life-size mascot and an art competition. The campaign’s message will be further amplified with regional school visits, Rail Careers Week, regional field days and other community events.

Brookfield Rail

Brookfield Rail

A screen shot from the game:splat train game screen shot




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