KiwiRail

Steely Stare

Services:
Social
Digital
OOH
PR

Challenge

Kiwis are complacent around railway tracks. While our phones are busy dinging and distracting us, our attention spans are getting shorter and shorter. We’ve become a glancing society. With near misses on the rise, KiwiRail needed to introduce real behaviour change – to convince Kiwis to see trains, not just look.

Solution

Moral priming is a key component of behaviour change. We’re much more likely to do the right thing if we think someone is watching. So, we introduced Steely Stan, an imposing horse-bound commuter who appears at rail crossings, offering serious swagger and sage advice. And when Steely’s watching, you’d be foolish not to do the right thing.