In a significant development for transport safety, Avanti West Coast has clinched a prestigious PRWeek award for its groundbreaking festive safety campaign, ‘Safety Thirst’. This initiative, developed in collaboration with social media agency Cubaka, successfully reduced customer accidents along the West Coast Main Line by implementing a novel approach: a specially brewed low-alcohol beer. The award, recognized in the ‘Marketing Communications: Automotive and Transport’ category, celebrates the campaign’s effectiveness in tackling a persistent problem during the busy holiday season.
Tackling Festive Riskiest Periods
The festive period traditionally sees a concerning rise in alcohol-related incidents across the UK’s rail network. Data from the Rail Safety and Standards Board (RSSB) indicates that accidents where intoxication might be a factor increase by approximately 45 percent during Christmas and New Year celebrations. This trend poses risks not only to passengers but also to railway staff and infrastructure. Recognizing this challenge, Avanti West Coast, operator of services on the West Coast Main Line, sought an innovative way to encourage responsible drinking and enhance safety for its passengers.
An Innovative Solution: ‘Safety Thirst’ Beer
The core of the award-winning campaign was the introduction of ‘Safety Thirst’, a 0.5 percent ABV pale ale. This limited-edition brew was made available on board Avanti West Coast trains throughout the festive period. The initiative aimed to provide passengers who wished to enjoy a drink with a lower-alcohol option, thereby promoting responsible consumption while travelling. The beer itself is based on ‘Sober Brummie’, an award-winning low-alcohol pale ale from The Birmingham Brewing Company, a local independent brewery. The ‘Safety Thirst’ cans featured a distinctive design inspired by heritage railway wayfinding signage, complete with the catchy slogan: “Rail safety just got tasty”.
Collaboration and Creative Execution
The ‘Safety Thirst’ campaign was a collaborative effort, leveraging the expertise of several partners. Social media agency Cubaka was instrumental in developing the campaign’s creative concept and execution. They devised a multi-faceted approach that included the low-alcohol beer as the central product, supported by engaging content designed to promote safety messages in a memorable way. As part of the campaign’s amplification, Avanti West Coast colleagues formed a choir that performed a re-worked version of ‘Jingle Bells’ at Stafford station, with the lyrics adapted to convey key safety advice. This festive jingle was featured in promotional videos shared across social media platforms, including YouTube and Meta.
The initiative also benefited from the backing of prominent organizations such as Drinkaware, the UK’s leading alcohol charity, and the RSSB. Drinkaware described the introduction of the low-alcohol brew as a “great move” that would help people moderate their drinking. The RSSB’s CEO, Mark Phillips, hailed it as a “fantastic initiative” that encourages responsible behaviour to ensure passenger safety during a busy travel time.
Measurable Success and Industry Recognition
The impact of the ‘Safety Thirst’ campaign was significant and measurable. Within just four weeks of its launch, Avanti West Coast reported a 25 percent drop in intoxication-related passenger accidents at its stations and on board its trains. This tangible reduction in incidents underscores the effectiveness of the campaign’s innovative approach to passenger safety.
The recognition at the PRWeek awards highlights the campaign’s success not only in achieving its safety objectives but also in its creative strategy and execution. Winning in the ‘Marketing Communications: Automotive and Transport’ category positions this initiative as a leading example of how brands can address social issues through engaging and impactful marketing. This achievement marks a significant piece of news for Avanti West Coast and the wider transport industry.
The campaign was the second phase of Avanti West Coast’s broader ‘Take Care. Get There’ initiative, which had previously focused on station safety through visual art and behavioral science insights. The ‘Safety Thirst’ phase demonstrated a nuanced understanding of passenger behaviour during peak travel times and provided a creative solution that resonated with the public.
Lasting Impact and Future Implications
The success of the ‘Safety Thirst’ campaign extends beyond accident reduction and award recognition. The partnership with The Birmingham Brewing Company has led to ‘Sober Brummie’ becoming a permanent offering for First Class passengers on Avanti West Coast services. Furthermore, the campaign has set a precedent for innovative safety communications within the transport sector. By creatively addressing the issue of alcohol consumption and its impact on travel safety, Avanti West Coast and its partners have demonstrated a commitment to passenger well-being that has now been lauded with a top industry award. This news is a testament to the power of combining strategic insight with creative execution to drive positive change.
