Small Talk Saves Lives, Phase 8 and Phase 9

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Dates

5 March 2026 - 26 March 2026

Locations

National

Audience

All rail users
Rail staff

Media channels

Stations (OIS, Totems, D6)
Print
Social - film (20s and 30s)
Social - static and animated


Key contacts

Lucy Dixon – lucy.dixon@networkrail.co.uk

Small Talk Saves Lives is a campaign to empower the public to act to prevent suicide on the railways and other public settings. The campaign has been running since 2017 and is the rail industry’s award-winning flagship suicide prevention campaign delivered in partnership with Samaritans and British Transport Police.

Phase 8 ran from 4th March – 25th March 2025.

Phase 9 run from 5th March – 26th March 2026.

These campaigns are no longer live or being promoted to public and passengers. However, if you would like to use these resources please ask permission from Network Rail’s marketing team: marketing@networkrail.co.uk

Materials for ‘Small Talk Saves Lives, Phase 9’ campaign:

5 March 2026 - 26 March 2026

Media background and Q&A

Total: 171.89 KB

Campaign film

Total: 111.94 MB

Social media assets

Total: 180.81 MB

Web banners and email signatures

Total: 182.31 MB

Station assets

Total: 195.02 MB

Print assets

Total: 309.90 MB

Welsh assets

Total: 357.07 MB

Toolkit

Total: 361.15 MB

Station safety – Intoxication, Distractions & Running

Back to 'all campaigns'

Dates

21 July 2025 -

Locations

All Network Rail managed stations

Audience

Rail passengers
Station users

Media channels

Owned channels including Facebook and Instagram
Station posters and digital totems
JC Decaux screens

Key contacts

lucy.dixon@networkrail.co.uk
marketing@networkrail.co.uk

Unsafe behaviours – like being heavily under the influence of alcohol, being distracted by mobile phones, and running in stations – are key contributors to accidents across the rail network. Recent figures show a significant increase in incidents related to these behaviours – impacting not just the individuals involved but also fellow passengers and station staff.

To tackle this, we’re launching a new passenger safety toolkit to target 3 safety risk areas; intoxication, distractions and running – a targeted initiative designed to reduce high-risk behaviours in and around the station environment. The campaign is aimed at raising awareness, encouraging safer decisions, and reducing avoidable accidents.

These campaigns are no longer live or being promoted to public and passengers. However, if you would like to use these resources please ask permission from Network Rail’s marketing team: marketing@networkrail.co.uk

There are 5 sets of creatives and messages which might be surfaced during different dates:

‘Campaign Overview’ messaging:

21 July 2025 -

View materials

‘Digital materials’ messaging:

21 July 2025 -

View materials

‘Rail Ready banners’ messaging:

21 July 2025 -

View materials

‘Print materials’ messaging:

21 July 2025 -

View materials

‘Social materials’ messaging:

21 July 2025 -

View materials

Materials for ‘Campaign Overview’ campaign:

21 July 2025 -

Materials for ‘Digital materials’ campaign:

21 July 2025 -

Materials for ‘Rail Ready banners’ campaign:

21 July 2025 -

Materials for ‘Print materials’ campaign:

21 July 2025 -

Materials for ‘Social materials’ campaign:

21 July 2025 -

Watch Your Step – station safety 2024

Back to 'archived campaigns'

Dates

16 December 2024 -

Locations

All managed stations

Audience

Passengers and station users

Media channels

Owned channels including Facebook and Instagram
Station posters and digital totems

Key contacts

lucy.dixon@networkrail.co.uk
marketing@networkrail.co.uk

Safety campaign to remind passengers and station users to move safely and avoid accidents when using Network Rail managed stations.

An updated version of the campaign, to be used from December 2024 onwards.

These campaigns are no longer live or being promoted to public and passengers. However, if you would like to use these resources please ask permission from Network Rail’s marketing team: marketing@networkrail.co.uk

There are 5 sets of creatives and messages which might be surfaced during different dates:

‘Print materials’ messaging:

16 December 2024 -

View materials

‘Digital materials’ messaging:

16 December 2024 -

View materials

‘Social materials’ messaging:

16 December 2024 -

View materials

‘National Rail branded versions’ messaging:

16 December 2024 -

View materials

‘Watch Your Step 2023 campaign overview’ messaging:

-

View materials

Materials for ‘Print materials’ campaign:

16 December 2024 -

Materials for ‘Digital materials’ campaign:

16 December 2024 -

Materials for ‘Social materials’ campaign:

16 December 2024 -

Materials for ‘National Rail branded versions’ campaign:

16 December 2024 -

National Rail print materials

Total: 34.56 MB

National Rail digital materials

Total: 47.15 MB

National Rail social materials

Total: 61.74 MB

Materials for ‘Watch Your Step 2023 campaign overview’ campaign:

-

Escalator safety

Back to 'all campaigns'

Dates

18 December 2024 -

Locations

All managed stations

Audience

Passengers and station users

Media channels

Digital Out of Home
Digital Display
Owned channels including Facebook and Instagram
Station posters and digital totems
JC Decaux screens

Key contacts

lucy.dixon@networkrail.co.uk
marketing@networkrail.co.uk

Accidents on escalators are a significant safety concern in our stations, with a 22% year-on-year increase reported across Network Rail locations. To address this, we’ve launched the Escalator Safety campaign—a focused initiative designed to reduce slips, trips, and falls on escalators, particularly at our busiest stations. This toolkit provides all the resources you need to implement the campaign effectively, including posters, digital displays, and social media assets. Whether targeting specific high-risk behaviours or promoting general awareness, these materials are ready to support your efforts in creating a safer environment for all passengers.

If your station is currently experiencing ongoing issues with lift reliability, please use your discretion to decide whether it’s appropriate to display the escalator safety campaign materials, which promote lift use as a safer alternative. While the campaign is designed to support passenger safety, we understand that station-specific circumstances may affect how and when it’s best applied.

These campaigns are no longer live or being promoted to public and passengers. However, if you would like to use these resources please ask permission from Network Rail’s marketing team: marketing@networkrail.co.uk

There are 4 sets of creatives and messages which might be surfaced during different dates:

‘Escalator safety campaign overview’ messaging:

18 December 2024 -

View materials

‘Digital materials’ messaging:

18 December 2024 -

View materials

‘Print materials’ messaging:

18 December 2024 -

View materials

‘Social materials’ messaging:

18 December 2024 -

View materials

Materials for ‘Escalator safety campaign overview’ campaign:

18 December 2024 -

Materials for ‘Digital materials’ campaign:

18 December 2024 -

D6 Totems - motion

Total: 80.06 MB

D6 Totems - static

Total: 84.13 MB

OIS Screens - landscape

Total: 170.25 MB

OIS Screens - portrait

Total: 248.78 MB

Materials for ‘Print materials’ campaign:

18 December 2024 -

Double Royal

Total: 250.00 MB

A4

Total: 251.15 MB

A3

Total: 252.32 MB

A2

Total: 253.52 MB

A1

Total: 254.74 MB

Materials for ‘Social materials’ campaign:

18 December 2024 -

Meta (in-feed) 1080x1080 - motion

Total: 321.07 MB

Meta (in-feed) 1080x1080 - static

Total: 323.71 MB

Meta (in-feed) 1080x1080 - static, no logo

Total: 326.29 MB

Meta (stories) 1080x1920 - motion

Total: 404.36 MB

Meta (stories) 1080x1920 - static

Total: 408.42 MB

Meta (stories) 1080x1920 - static, no logo

Total: 412.36 MB

Suggested post copy

Total: 412.40 MB

Distracted? You’ve Crossed the Line – phase 2

Back to 'archived campaigns'

Dates

2 September 2024 -

Locations

National but with elevated activity targeting 55 of the highest priority level crossing locations.

Audience

18-34 year olds, living close to and regularly using level crossings.

Media channels

Digital display MPU
Digital display full screen
Audio
Facebook and Instagram stories
Global billboards

Key contacts

Lucy Dixon – Senior Safety Campaigns Manager lucy.dixon@networkrail.co.uk

Marketing & Brand team – marketing@networkrail.co.uk

‘Distracted? You’ve Crossed the Line’ is a public safety campaign, which aims to challenge behaviour that is the result of a distraction. It focuses on high–risk behaviours that a high portion of young adults (aged 18-34) don’t see as dangerous. For example, looking at a phone while using a level crossing, listening to headphones while using a level crossing or even taking selfies on an a level crossing.

The primary objective of the campaign is to remind pedestrian level crossing users of the potential dangers when using a level crossing. We want to positively encourage them to take responsibility for their own personal safety.

Campaign materials have been updated for phase 2, with new supporting copy lines.

These campaigns are no longer live or being promoted to public and passengers. However, if you would like to use these resources please ask permission from Network Rail’s marketing team: marketing@networkrail.co.uk

There are 7 sets of creatives and messages which might be surfaced during different dates:

‘Campaign film’ messaging:

2 September 2024 -

View materials

‘Social media materials’ messaging:

2 September 2024 -

View materials

‘Digital materials’ messaging:

2 September 2024 -

View materials

‘Print materials’ messaging:

2 September 2024 -

View materials

‘Welsh/Bilingual materials’ messaging:

2 September 2024 -

View materials

‘Partnership materials’ messaging:

2 September 2024 -

View materials

‘Campaign toolkit & branding’ messaging:

2 September 2024 -

View materials

Materials for ‘Campaign film’ campaign:

2 September 2024 -

Materials for ‘Social media materials’ campaign:

2 September 2024 -

Static feed posts 1080x1080

Total: 214.84 MB

GIF feed posts 1080x1080

Total: 215.76 MB

Static stories 1080x1920

Total: 217.63 MB

GIF stories 1080x1920

Total: 219.05 MB

10" film (story) 1080x1920

Total: 254.14 MB

20" film (story) 1080x1920

Total: 328.34 MB

Suggested post copy

Total: 328.36 MB

Materials for ‘Digital materials’ campaign:

2 September 2024 -

Materials for ‘Print materials’ campaign:

2 September 2024 -

Materials for ‘Welsh/Bilingual materials’ campaign:

2 September 2024 -

Bilingual A5 leaflet

Total: 384.75 MB

Bilingual posters

Total: 428.76 MB

Welsh social materials

Total: 432.08 MB

Materials for ‘Partnership materials’ campaign:

2 September 2024 -

Partnership print materials

Total: 488.48 MB

Bilingual Partnership print materials

Total: 541.28 MB

Materials for ‘Campaign toolkit & branding’ campaign:

2 September 2024 -

Distracted? You’ve Crossed the Line

Back to 'archived campaigns'

Dates

29 April 2024 - 1 September 2024

Locations

National but with elevated activity targeting 55 of the highest priority level crossing locations.

Audience

18-34 year olds, living close to and regularly using level crossings.

Media channels

Digital display MPU
Digital display full screen
Audio
Facebook and Instagram stories
Global billboards

Key contacts

Lucy Dixon – Senior Safety Campaigns Manager lucy.dixon@networkrail.co.uk

Marketing & Brand team – marketing@networkrail.co.uk

‘Distracted? You’ve Crossed the Line’ is a public safety campaign, which aims to challenge behaviour that is the result of a distraction. It focuses on high–risk behaviours that a high portion of young adults (aged 18-34) don’t see as dangerous. For example, looking at a phone while using a level crossing, listening to headphones while using a level crossing or even taking selfies on an a level crossing.

The primary objective of the campaign is to remind pedestrian level crossing users of the potential dangers when using a level crossing. We want to positively encourage them to take responsibility for their own personal safety.

These campaigns are no longer live or being promoted to public and passengers. However, if you would like to use these resources please ask permission from Network Rail’s marketing team: marketing@networkrail.co.uk

There are 7 sets of creatives and messages which might be surfaced during different dates:

‘Campaign film’ messaging:

29 April 2024 - 30 November 2024

View materials

‘Social media materials’ messaging:

29 April 2024 - 30 November 2024

View materials

‘Digital materials’ messaging:

29 April 2024 - 30 November 2024

View materials

‘Print materials’ messaging:

29 April 2024 - 30 November 2024

View materials

‘Welsh materials’ messaging:

29 April 2024 - 30 November 2024

View materials

‘Partnership materials’ messaging:

29 April 2024 - 30 November 2024

View materials

‘Campaign toolkit & branding’ messaging:

29 April 2024 - 30 November 2024

View materials

Materials for ‘Campaign film’ campaign:

29 April 2024 - 30 November 2024

Materials for ‘Social media materials’ campaign:

29 April 2024 - 30 November 2024

Static feed posts 1080x1080

Total: 212.62 MB

GIF feed posts 1080x1080

Total: 213.61 MB

Static stories 1080x1920

Total: 215.51 MB

GIF stories 1080x1920

Total: 216.95 MB

10" film (story) 1080x1920

Total: 246.40 MB

20" film (story) 1080x1920

Total: 313.21 MB

Suggested post copy

Total: 313.22 MB

Materials for ‘Digital materials’ campaign:

29 April 2024 - 30 November 2024

Materials for ‘Print materials’ campaign:

29 April 2024 - 30 November 2024

Materials for ‘Welsh materials’ campaign:

29 April 2024 - 30 November 2024

Welsh A5 leaflet

Total: 369.98 MB

Welsh posters

Total: 422.15 MB

Welsh social materials

Total: 425.41 MB

Materials for ‘Partnership materials’ campaign:

29 April 2024 - 30 November 2024

Partnership print materials

Total: 477.11 MB

Welsh Partnership print materials

Total: 529.54 MB

Materials for ‘Campaign toolkit & branding’ campaign:

29 April 2024 - 30 November 2024