The Project:

In 2007, Human (then SpeakOut) were contracted by Queensland Rail to deliver the Illegal Track Crossings Campaign using a Peer Research and Consultation model with young people.

In 2010, QR approached Human to design the 2010 Campaign, using the same model, with talent provided by QR.

Our Process:

To form the Focus Group, Human engaged a small team of young people who were users of public transport, potentially past/ present offenders, have access to a peer group of similar backgrounds, and an understanding of design and marketing principles.

Facilitated by Human staff, the Focus Group referenced the 2007 research to develop new campaign messages and themes.  Working with the Human Design team and material provided by Jonathon Beninca (train accident survivor & poster talent), the Focus Group developed a number of poster campaign concepts.

The Outcome:

The Focus Group then presented their campaign pitch to QR Management, with the final campaign chosen, printed, and distributed across the Brisbane network of trains.

This campaign was later expanded to cover the Queensland-wide passenger network.