DDB New Zealand
Insight and Idea
For Rail Safety Week DDB New Zealand, Kiwirail and TrackSAFE NZ launched "Near Misses Memorials" to remember the near misses suffered daily by train drivers. Half crosses were installed at rail crossings around New Zealand where near misses have occurred, each with a QR code linking to a unique video of a real near miss and personal story of how it impacted the train driver. The symbol of a half cross represents just how close each near miss could have been to a fatality in a bid to get people to re-think how and when they cross at level rail crossings.