Prevention campaign: #consignesAIRATP
RATP is launching an accident-prevention campaign that targets passengers’ risky behaviour.
An unusual, offbeat campaign designed to leave a deep impression
Determined to change passenger behaviour, RATP has decided to roll out an accident- prevention campaign that highlights the risks for passengers, using an offbeat and humoristic style to evoke this serious issue.
With the message “Safety guidelines apply on our metro lines as well”, and to attract attention and make a lasting impression, the campaign plays up a humorous variation on the safety theme by linking it with air travel, a transport mode for which passengers have perfectly integrated the safety guidelines.
Preliminary tests with passengers of all ages have shown that this creative approach was widely appreciated, helping to build public awareness on a serious topic – without adding to anxiety or moralising too much – thanks to a personal, complicit tone in keeping with the style of the RATP brand.
A cross-media campaign
Directed by Havas Worldwide Paris, the prevention campaign uses a 360° approach to build public awareness among all audiences, regardless of age:
- Event communication: on the first day of the campaign, actors playing “RATP stewards and hostesses” will create a surprise effect by delivering safety guidelines in RER A, M6 and M9 trains, in the same manner as on airlines.
- Posters: Do not stand too close to the platform edge; Do not push other passengers; Do not step down onto the tracks; Do not get on/off trains once the warning buzzer sounds; Do not block the closing of doors; Do not run along the platform to “catch” your metro/RER… the various safety guidelines will be featured on specific, educational posters and displayed in the metro and RER;
- Digital communication: a viral film, triggered notably by RATP’s strong presence in the social networks (134,000 Facebook subscribers and more than 200,000 Twitter users) and by the hashtag #consignesAIRATP, will build on this message by presenting the risks and underscoring the safety rules using an even more offbeat and humoristic style.
- Operational communication, mobilising RATP staff: in several major metro and RER hubs in the RATP network (Gare de Lyon, Trocadéro, Saint-Lazare, Bourg-la-Reine, La Défense, Val de Fontenay, Gare d’Austerlitz, Havre Caumartin, Place de Clichy, and Bastille), staff will hand passengers an accident prevention brochure highlighting the risks and safety guidelines to follow, using a graphics code similar to the ones used on airline safety guidelines.