Network Rail ‘Small Talk Saves Lives’ shortlisted in Campaign Tech Awards

UM Birmingham and Hawk have been shortlisted for Best Use of Tech in Out-Of-Home for Network Rail’s ‘Small Talk Saves Lives’ campaign in the Campaign Tech Awards.

The campaign, undertaken in partnership with Samaritans, British Transport Police and the wider rail industry aimed to raise awareness of suicide prevention and encourage intervention. It was built on the premise that personal interaction with someone struggling to cope can go a long way in helping to save their life.

The campaign used digital out-of-home and incorporated mobile and digital audio ads to create touch points with the target audience throughout the day. It was the first time Network Rail ran a cross-channel campaign including DOOH and retargeting. Planning and media buying services were provided by UM Birmingham.

Results showed that people were 45% more likely to click on a mobile ad if they had also seen the message on a DOOH screen. Following the campaign, people felt more able to spot the signs of someone who might need help, were more likely to intervene, and would share the ad with friends, family and colleagues.

Winners of the Campaign Tech Awards will be announced on 8th June 2022.

UM Birmingham’s previous ‘There Is Always Hope’ campaign with Network Rail was awarded bronze in ‘Advertising: TV’ category as well as the People’s Choice section at the 2021 Creative Pool Awards. In 2020, four The Drum Social Buzz Awards including the Grand Prix were awarded to Network Rail and UM Birmingham’s You vs. Train campaign.