Avanti West Coast has launched a new campaign that brings its station facilities to life, aiming to help people navigate stations safely.

The ‘Take care. Get there’ campaign personifies lifts, stairs, and handrails with human characteristics to stand out and capture public attention in bustling travel environments.

Primarily focused on out-of-home advertising, the campaign will be displayed on posters throughout Avanti West Coast stations, with custom wraps on key safety features.

“We really wanted to create a safety campaign that will be noticed by our customers going through the station, so we have used valuable insights from behavioural science to create something we think is distinctive and memorable,” Mike Greenup, Avanti West Coast’s Marketing Director, said.

“Much safety messaging is ignored. These posters harness insights from behavioural science to avoid that fate. The touch of humor and the use of face-like images ensures that people notice and read the communications rather than turning away.”