Yarra Trams introduces ‘Tram Coach’ to promote safe travelling behaviour
Yarra Trams has launched a safety campaign featuring a ‘Tram Coach’ who provides three tips on how “to avoid slips, falls and trips” on and around trams.
Created by PR agency Icon Agency, ‘Tram Coach’ is a coach who taps on to a Melbourne tram to tell passengers three tips on how to avoid falling on trams, including “sit tight”, “grip right” and “stand strong”.
The video, which will run across Yarra Trams’ social channels, tells Melburnians to sit down on trams, hold onto poles and handles, as well as stand with feet firmly on the ground and spread out for additional balance.
Icon Agency won the campaign following a competitive pitch process.
Emilie van de Graaff, director, passenger and network innovation manager at Yarra Trams, said in a statement: “This important campaign is designed to promote safe behaviours on trams, like holding on at all times, and to encourage passengers to look out for each other. Icon Agency presented a refreshing creative approach to conveying our safety messages in a way that best resonates with Melburnians.”
Rod Clausen and Ed Bechervaise, creative directors at Icon Agency, said the campaign is centred around a message which aims to change the way people think and talk about tram safety.
“In line with Icon’s new brand manifesto – the pursuit of possibility – the campaign taps into deep human insights to create long-term positive behaviour change,” the creative duo said.
Joanne Painter, Icon managing director, added: “We are confident that with the strength of our creativity and the authentic integration of our digital, creative and PR offerings, the campaign will redefine how people view and embrace safety when travelling on trams.”
Abigail Dawson was Mumbrella's senior content journalist covering event content. She left Mumbrella to move into an agency role in 2020.
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So, Melbourne has a population of almost 5,000,000. Yarra Trams has 12,000 Facebook fans. That has to be some pretty damn shareable content if it’s going to achieve anything.
If the message is so damn important, why not actually support it with media spend? Or is this more about looking like you care?
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Really? What is the world coming to when companies have to deliver a message like this? People need to take responsibility for their own safety!
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