Don't get the Look

THE CHALLENGE
Between April 2021 and March 2022, 15 people lost their lives trespassing on railway lines. In Cardiff and the Valleys alone, there were over 1,000 recorded instances of anti-social behaviour and most involved young people crossing the tracks. With the introduction of 25,000-volt overhead line equipment (OLE) as part of Transport for Wales’ Metro electrification, the risk of serious injury or death skyrocketed. Our task was simple but critical: keep young people in South Wales safe.

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THE INSIGHT
To young people, hopping a railway line wasn't seen as dangerous – but as a shortcut. Warnings alone weren’t enough. Fear-driven campaigns had become invisible, this generation tuned out of those a long time ago. But one world still holds their attention: fashion. From second-hand style to streetwear drops, their identity is expressed through clothing and appearance. We realised we didn't just need to change their behaviour, we needed to break into their culture.

THE EXECUTION
A fashion brand nobody should ever wear. We created a second-hand clothing store with a difference – No Second Chances. Every item was distressed and destroyed to replicate the aftermath of 25,000 volts of electricity. Each piece came with a devastating backstory, telling the name of the individual and how their clothing became 'available to buy.'
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THE CRAFT
The language behind the campaign was deliberately sharp, minimal and real. We spoke in the voice of the culture we were interrupting, mirroring the style and tone of fashion advertising to draw people in, before delivering a gut-punch of truth.