2020 Bronze Best Use of Unaddressed Print

Agency: 23red

Client: Network Rail

Campaign Name: EIGHTEEN - The Graphic Novel

Campaign Overview

A shocking story to tell

The rail network operator required a way to make young people take more notice of the dangers of electrified railways.

Strategy

Research showed just 37% of young people in the Midlands deemed the railway a dangerous place. This audience most commonly used the railway for short-cuts, so the organisation needed to explode myths and inform them of the possible consequences.

Working with more than 250 young people near danger hotspots, 23red learned why they took risks and what would change their behaviour. The agency then co-created a believable story that spoke directly to the audience.

The message was credible, while influencers and peers were key for talkability, respect and message retention.

Network Rail already had a short film - “18” - so to drive views and further convey the emotional consequences of a shocking accident on the railway it collaborated with British comic legend Steve Tanner's TimeBomb Comics, creating a 32-page graphic novel version. It was distributed at ComicCon Birmingham.

Creativity

The campaign centred on the dramatic impact and consequences a shocking accident taking place on the railway can have on the victim’s friends and family. It was shared through a range of storytelling opportunities in places where the audience would be.

Graphic novels are considered cool and high-value, so the audience was more likely to accept and read one than a leaflet. Readers consume them in a different way because comics use visual, spatial and textual cues to form one solid understanding of the story.

ComicCon Birmingham reached a large part of the audience and aligned with the geography of the railway being electrified. Print copies were available free of charge at the show, while visitors could have theirs signed by Steve Tanner.

The graphic novel was also distributed in selected local cinemas and a digital version was rolled out.

Results

The ComicCon Launch event was attended by more than 30,000 visitors; over 3,000 comics were handed out.

After the exhibition Network Rail saw a significant uplift in views, likes and comments. Social media, event materials, competitions and a QR code in the comic book and on the ComicCon stand helped drive engagement with 18, leading to:

• 1 million views
• 11,000 likes
• 650 comments

The Team

23red -Tom Mann, Senior Art Director - Ali Omar, Copywriter - Philippa Dunning, Founding Partner - Operations - Tristan Cavanagh, Creative Director - Sean Kinmont, Executive Creative Director - Sadie Westwood, Business Director - Jenn Munroe, Account Manager Time Bomb Comics - Steve Tanner, Editor & Creative Consultant Richmond Clements, Writer - Gary Crutchley, Artist - Matt Soffe, Colourist Bolt-01 Letterer

Contributors

Time Bomb Comics