[ sharing is caring campaign ]
brief
network rail - a platform for joy - how might we unlock joy for people at train stations?
problem
1 in 4 people will experience mental health illness in their life at some point and it is our responsibility to recognise the signs and encourage one another to talk out. someone takes their own life on britain’s rail network every 31 hours which accounts to 84% of all fatalities on the network. this makes train stations a significant site to build a supportive network for individuals who may be seeking help.
proposal
the sharing is caring campaign aims to encourage network rail’s customers to talk to one another more. the campaign involves volunteers and councillors from a wellbeing charity handing out an ‘ice-breaker’ style gift. the gift is opened by someone else pulling on it at the same time. once opened, two warm croissants are inside to share with one another; encouraging both the customers to engage in conversation and providing a supportive platform to open up about any issues they may be having.
branding - edward hopper reference
the branding and campaign’s supportive illustrations references figures from 6 edward hopper oil paintings from the early 20th century. hopper’s paintings capture and expose alienation and loneliness in the us. the campaign’s illustrations show these figures in a new light; brought together at a modern-day train station, seen interacting and conversing through the campaign.
