Rail Safety Week 14 20 August 2017 Tlkit Page 1
Rail Safety Week 14 20 August 2017 - Digital Tlkit Dear Rail Safety Week (RSW) Cmmittee, This digital tlkit has been put tgether t help yu prmte RSW, an annual cmmunity awareness week held in Australia and New Zealand in August. With yur help, we aim t wrk tgether t engage the cmmunity in safe rail practices. A recrd 61 rganisatins frm acrss Australia and New Zealand are participating in Rail Safety Week in 2017. Such great buy-in frm industry, gvernment and plice demnstrates the imprtance f rail safety and the necessary actin required in the space. We want every member f the cmmunity t d the right thing near tracks and trains fr the benefit f their wn safety, and the safety f thers. This digital tlkit will help yu prmte an effective and fun Rail Safety Week. Cntents include; infrmatin abut RSW (cntents f which can be included in a letter t yur lcal Minister); summary f verall cmmunicatins apprach and key messages; scial media recmmendatins fr psts; cpy f the natinal media release; A3 digital pster fr dwnlad; A5 digital hand-ut fr yur RSW event; signature blcks t share internally within yur rganisatin; web banners t help yu prmte RSW n yur websites; RSW cluring-in sheets fr children; infrmatin and digital assets t help yu prmte TrackSAFE s Natinal Primary Schls Cmpetitin (winners annunced during RSW); and RSW checklist; I applaud yur effrts in prmting RSW as far and wide as pssible. Tgether we can wrk t mitigate the number f incidents ccurring n ur railways in rder t make everyne track-safe. Yurs Sincerely, Nami Frauenfelder Rail Safety Week Cmmittee Chair TrackSAFE Fundatin Executive Directr Page 2
Abut Rail Safety Week (RSW) is an Australasian rail industry initiative that sees rganisatins acrss Australia and New Zealand cme tgether t prmte rail safety messages fr ne week every year. Nw in its 12th cnsecutive year, Rail Safety Week is crdinated by the TrackSAFE Fundatin. The aim f the Week is t illustrate the imprtance f exercising cautin when using the rail netwrk and particularly, that the nus n members f the public t take respnsibility fr their wn actins. Fatalities, incidents and near hits n the netwrk cause severe and lasting trauma t the rail emplyees invlved, and every ne f these is 100 percent avidable. That is why we use the Week t bring attentin t this imprtant issue. This year s RSW will be held 14-20 August 2017. The theme fr 2017 is Rail Safety it s everyne s respnsibility Cntent included 1. Abut:... 3 2. Overall cmmunicatins apprach... 4 3. Key messages... 4 4. Media release text... 6 5. Scial media messages... 7 6. Checklist... 18 Page 3
Overall cmmunicatins apprach Rail rganisatins, gvernment and plice participate in RSW by varius means. Sme hst public events invlving their lcal Ministers, while thers run cmpetitins fr children and cnduct educatinal visits t schls. Industry participants can chse t fcus n a key issue fr their campaign that in turn supprts TrackSAFE s natinal activity. In recent times, RSW has gained a great deal f tractin nline with members f the public sharing phts f themselves n scial media while hlding up signs f the RSW campaign message Rail Safety Week it s my respnsibility. The 2017 campaign maintains a primarily digital fcus, with a YuTube vide (40 secnd animatin), nline advertising and strng scial media presence. The campaign will als reach a brad audience targeting metrplitan and rural areas and key demgraphics fr particular messages/channels. Key messages Freight Multiple freight trains can cme at any time and frm either directin, always crss tracks at a designated pedestrian level crssing. Vehicles (trucks and cars) must wait at a passive level crssing (stp, lk, listen, think). If it is a passive crssing there are n red signals, n stp r give way signs, n bm gates r flashing lights r bells. Always ensure there is enugh space fr yur vehicle n the ther side befre making the decisin t crss. Dn t trespass r take shrtcuts acrss railway tracks. Passenger Light Rail Stand behind the yellw r white line n the platfrm at all times. While travelling n bard a train make sure yu re hlding nt smething and exercising curtesy twards thers. Be sensible, pay attentin and be alert arund trains; dn t play n yur mbile phne, hp ff yur bike and always remve headphnes when yu are near train tracks. Rad users must share the rad with light rail (trams), especially when giving way r perfrming a hk/u-turn. Always lk bth ways befre yu crss the rad where there are light rail tracks. Cmmunity must be aware f light rail cnstructin znes and new light rail prjects integrating with current transprt systems. Target Audience Primary Audiences Australian public Teenagers Custmers/cmmuters (all ages) Peple wh live near level crssings Rad users Rural twnships and cmmunities Secndary Audiences The Australasian rail industry Parents/teachers Plice Rad safety grups Metrplitan cities All levels f gvernment Page 4
Cmmunicatin Tactics The campaign will be prmted with accmpanying imagery and messages via a range f cmmunicatin channels using different tactics. The campaign wuld be exhibited via the fllwing means: Advertising Scial Media Website: The TrackSAFE website has a dedicated RSW page. This will be used t prmte Rail Safety Week. http://tracksafefundatin.cm.au/rail-safety-week/ Radi advertising: Radi advertisements will be develped and sent t targeted reginal/cmmunity radi statins fr air time. Online advertising/cinema advertising: Online advertisements fr Facebk will be created driving traffic t the website. Cinema advertising will als be explred in 2017. Marketing tls Animatin: A new 40 secnd animatin will be develped t leverage ff the success f the tw minute animatin called TracksVille which was develped in 2016. The animatin will be hsted n YuTube and will drive traffic t the RSW page n the TrackSAFE website and scial media pages. Psters: Psitined in railway statins, wrkplaces and n trains, A3 psters will be develped in digital frm fr rganisatins t print and display. Media Prmtinal material: an A5 handut fr rganisatins t give ut at public events will be develped. The handuts will include safety tips fr being safe arund railways. Twitter and Facebk: The TrackSAFE Twitter and Facebk accunts will pst key annuncements n RSW (via #RSW2017) as well as cmmentary n RSW activities/events. Media release: A natinal media release will be distributed t media utlets Australia-wide annuncing RSW. The RSW animatin will als be prmted n scial media channels t evke cnversatin and sharing. Page 5
Media release text Australia and New Zealand celebrate Rail Safety Week This year s annual cmmunity awareness week - Rail Safety Week has fficially kicked ff (running frm 14 20 August). Harm preventin charity the TrackSAFE Fundatin, tgether with 60 rail, plice and gvernment rganisatins frm arund Australia and New Zealand are united by ur cmmitment t delivering imprtant safety messages via Rail Safety Week, said Nami Frauenfelder, Executive Directr f the TrackSAFE Fundatin. Rail Safety Week draws n the cllective experience and passin f thse in the industry t deliver an internatinally recgnised annual awareness week. During Rail Safety Week we urge members f the public t share rail safety tips with thers; take the time t talk t yur friends, children r lved nes abut the imprtance f staying safe arund the rail netwrk. As a cmmunity we need t stp accepting illegal and reckless behaviur arund trains, tracks and level crssings which can ften end in tragedy and start taking respnsibility fr ur actins. Always stand behind the line when waiting n a platfrm, never trespass in rail crridrs, expect trains at level crssings even when they re nt timetabled and be sure t remve headphnes when yu re anywhere near tracks these are just sme f the safety messages we ll be spruiking as part f this year s Rail Safety Week. All deaths, injuries and near hits n the rail netwrk can be avided if peple simply bey the rules and avid becming distracted. Be sure t visit the TrackSAFE website t see where yur nearest Rail Safety Week cmmunity event is being held. Cme and jin the rail safety celebratins, be aware f the risks and encurage safe behaviur arund railway lines in yur cmmunity. Help us by being part f the slutin, said Ms Frauenfelder. Rail Safety Week infrmatin: http://tracksafefundatin.cm.au/rail-safety-week/ -ENDS- Page 6
Scial media messages Recmmended psts: LinkedIn [Insert rganisatin] will jin frces with 60 ther rail peratrs, plice units and gvernment rganisatins t celebrate Rail Safety Week, (RSW) 14-20 August. RSW aims t imprve educatin and cmmunity awareness arund rail safety. Our rganisatin is getting invlved by [insert details/cmmunity event]. Be sure nt t miss this year s RSW; rail safety is everyne s respnsibility. Fr mre infrmatin visit http://tracksafefundatin.cm.au/rail-safety-week/ #RSW2017 --- Yu have the pwer t chse t d the right thing - rail safety is everyne s respnsibility. We all knw there are imprtant safety rules t fllw when we are at a train statin, using a level crssing r near trains. These rules are there t prtect yu. It is up t yu t bey the rules at all times. In the lead up t Rail Safety Week (14 20 August) we ll be sharing ur tp safety tips t help yu keep safe. [Drip feed safety visuals via Facebk r Twitter]. Fr mre inf please visit http://tracksafefundatin.cm.au/rail-safety-week/ Facebk Rail peratrs, plice units and gvernment rganisatins have united t prmte rail safety messages during Rail Safety Week (14 20 August). Cmmunity members are respnsible fr knwing hw they shuld behave n trains, arund railway lines, at statins, and near tracks fr the benefit f their safety, and the safety f thers. Rail safety is everyne s respnsibility. Find ut hw yu can get invlved in this year s Rail Safety Week and find yur nearest cmmunity event by visiting http://tracksafefundatin.cm.au/rail-safety-week/ #RSW2017 Twitter #RSW2017 is fast appraching, learn hw yu can be safe arund trains & tracks. Find yur nearest cmmunity event: http://bit.ly/1tdtal3 #RSW2017 kicks ff 14 th August, what cmmunity event will yu be attending? http://bit.ly/1tdtal3 Rail Safety - it s my respnsibility #RSW2017 [insert picture f yurself hlding the RSW it s my respnsibility sign] Page 7
Rail safety tip: always mind the gap between the platfrm and the train; children t hld an adult's hand #RSW2017 Rail safety tip: In the bush and in the city always expect trains, even when they aren t timetabled #RSW2017 Page 8
Safety tip: remve headphnes arund train and tram tracks s yu can hear prperly & listen ut fr warning sunds #RSW2017 Rail safety tip: while n statin platfrms, be sure t stand behind the line #RSW2017 Page 9
Rail safety tip: drs clsing? Stp, wait and catch the next train r tram #RSW2017 Rail safety tip: always crss train tracks using a pedestrian Xing, ftbridge r underpass #RSW2017 Page 10
Rail safety tip: if yu drp smething n the tracks, never get it yurself ask rail staff fr help #RSW2017 Rail safety tip: Stp behind the line, lk bth ways fr trains, listen fr trains cming & think is it safe t crss #RSW2017 Page 11
Rail safety tip: rad users need t share the rad with trams. Always give way and be careful nt t perfrm U-turns in frnt f trams #RSW2017 Rail safety tip: be aware f Xings where there are n bm gates r signals. Always be aware, stp, wait, lk and listen. #RSW2017 Page 12
Rail safety tip: Hp ff yur bike t crss tracks. #RSW2017 Rail safety tip: Hld n tight t the handles n the tram r train when standing t prevent falling. #RSW2017 Page 13
Rail safety tip: Always lk bth ways: trains can cme frm either directin #RSW2017 Rail safety tip: Crss at designated pedestrian level crssing areas #RSW2017 Page 14
Rail safety tip: Put yur mbile away stay alert arund trains, trams and tracks. #RSW2017 Rail safety tip: Talk t yung children abut hw t stay safe arund trams, trains and tracks. #RSW2017 Page 15
Rail safety tip: While waiting n platfrm, park yur pram parallel t the tracks, apply brakes and hld nt the handle. #RSW2017 Page 16
My Checklist In the lead up t RSW I have; shared the RSW signature blck with clleagues; begun prmting general RSW messages n scial media using the hashtag #RSW2017; begun prmting the upcming activities we re undertaking as part f RSW n scial media using the hashtag #RSW2017; taken a pht f myself pledging my rail safety fr scial media (take pht f yurself hlding the RSW it s my respnsibility sign http://tracksafefundatin.cm.au/campaign-material); upladed the RSW web banner t my crprate website and linked t the RSW page: http://tracksafefundatin.cm.au/rail-safety-week/ prvided a list f RSW activities t TrackSAFE t display n the RSW website; printed ff cpies f the RSW A3 pster and A5 hand ut (http://tracksafefundatin.cm.au/campaign-material); printed ff cpies f the cluring-in sheets in preparatin fr children s activities, (http://tracksafefundatin.cm.au/campaign-material); drafted a media release t send t lcal media cntacts utlining what we ll be ding fr RSW; and I have invited ur lcal minister t take part in ur RSW activities. As RSW cmmences (14 August) I have; issued ur RSW media release t lcal media cntacts; prmted the RSW animatin internally within my rganisatin and via scial media (available n Yu-Tube r n the RSW page n the TrackSAFE website); and I have embedded the new animatin n ur crprate website. Thrughut the Week I will; share phts frm RSW events/activities n scial media #RSW2017 enjyed celebrating RSW! Page 17
Cntacts: If yu need assistance please cntact Sara Rss, Natinal Crprate Affairs Manager f the TrackSAFE Fundatin Ph: (02) 6270 4508 r email srss@tracksafefundatin.cm.au Page 18