Iris and Carat scoop task for Network Rail

LONDON - Network Rail, the owner and operator of Britain's rail lines, has hired Iris and Carat to develop a £3m campaign.

The agencies won the business following a three-way pitch against undisclosed agencies. Their brief is to create a national awareness campaign to reduce the number of accidents on level crossings.

The multimedia campaign, created by Iris, will include a 30-second TV commercial - marking Network Rail's first foray into television advertising since it launched in 2002. It will be supported by national radio activity.

A targeted regional campaign, including direct marketing, ambient and outdoor, will run concurrently to warn people who live close to level crossings about the dangers of misusing them.

Iris PR has also been appointed on a consultancy basis to help Network Rail use the media to raise the profile of the campaign among the public and its stakeholders.

Victoria Pender, the group director of government and corporate affairs at Network Rail, said: "Last year, too many people died in incidents at level crossings in Britain. This senseless waste of life has a terrible effect on the families of those killed or injured and affects our workers too. This wide-ranging campaign will help in our task to make the railways as safe as possible."

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