Too many accidents due to lack of vigilance
Every day, millions of passengers use our railways without being fully aware of the dangers involved or the safety rules that protect them. Standing too close to the edge of the platform, preventing the doors from closing, getting on or off a train while the warning bell is ringing, running along the platforms, or stepping onto the tracks to retrieve an object... These everyday behaviors - which we think are safe - can sometimes lead to tragic situations. Every year, five to ten serious accidents are recorded on the rail network due to lack of attention. These accidents are not inevitable: they are actions that could have been avoided.
A hard-hitting campaign to remind people of the essential rules
In light of this observation, since October 1, RATP has been rolling out a wide-ranging communication campaign with a hard-hitting tone designed to make a lasting impression. Like the memorable road safety campaigns that transformed simple actions such as fastening your seatbelt into natural reflexes, RATP wants to change behavior on public transport. Because traveling on the network should never turn into a tragedy.
For this campaign, RATP is using a universal symbol of safety: crash test dummies. Their yellow silhouettes, familiar to the general public, this time represent passengers who have taken risks on the metro or RER. By taking the impact in their place, these dummies highlight the seriousness of the danger without resorting to overly shocking images. Their presence is striking, sometimes disturbing, but reminds us of a simple truth: seemingly “harmless” actions can have deadly consequences.
A dropped phone, a seat, or a few minutes saved... these are all common situations that everyone can relate to. But none of them are worth a life. Each time, the conclusion is the same: “it can kill.”
Because there is no typical profile for travelers who commit these acts of carelessness, and because everyone is affected, the campaign relies on a large-scale multi-channel approach: posters in public transport, social media, digital, radio, podcasts, press, and gaming. On social media, the campaign takes an immersive turn with scripted audio calls. These plunge the audience into everyday situations that take a sudden turn for the worse. At the same time, vox pops confront passersby with their safety reflexes.
At the same time, vox pops confront passersby with their safety reflexes.
Risky behaviors and life-saving actions
Railway safety and passenger security are top priorities for RATP. Here are three essential steps to take in any situation on public transport:
Use the emergency call boxes to be put in immediate contact with an agent, wherever they are. These can be found in all stations, on platforms, and in public areas. You can also go directly to an agent.
Use the emergency number 31 17 (31 17 7 by text message) to report a dangerous situation from your phone and alert security agents. You can also download the 3117 app so you always have it to hand.
Pull the emergency brake in case of immediate danger. There are emergency brakes in every train car and on the platforms. This alerts the driver and cuts the power.
