Rail operator Avanti West Coast is bringing its station facilities to life in a quirky new campaign designed to highlight how they can help people navigate stations safely.

‘Take care. Get there’ gives lifts, stairs, and handrails a range of human characteristics to cut through the noise and grab the public’s attention in a busy travel environment.

The innovative campaign is based on insights from behavioural scientist Richard Shotton, who collaborated closely with the travel operator on the campaign to maximise cut through.

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“We really wanted to create a safety campaign that will be noticed by our customers going through the station, so we have used valuable insights from behavioural science to create something we think is distinctive and memorable,” Avanti West Coast marketing director, Mike Greenup said.

Running primarily across out-of-home, the campaign will be featured across posters throughout Avanti West Coast stations, as well as bespoke wraps across key safety features.

Shotton added: “Much safety messaging is ignored. These posters harness insights from behavioural science to avoid that fate. The touch of humour and the use of face-like images ensures that people notice and read the communications rather than turning away.”