Tram Coach returns to educate passengers of Melbourne’s Yarra Trams on how to ride safe.
Senior passengers travelling on Yarra Trams are receiving more coaching from Tram Coach on how to avoid slips, trips and falls.
The new executions continue the creative platform previously launched by the integrated Melbourne-based Icon Agency.
Icon Agency creative co-director Rod Clausen says “The creative is aimed at getting the elderly to embrace safer behaviour with a smile. The campaign is designed to be accessible to everybody.”
The revised campaign seeks to reduce falls and serious injuries amongst passengers aged 60 plus by educating best practices during transit.
Tram Coach enthusiastically reminds riders to be seat-aware and to be prepared to give up a space for someone more in need of a seat; of waiting until the tram has reached a complete stop; and, of gripping the rail firmly in disembarkment,
Clauson continues “ Love him or think he’s a goof, Tram Coach is here to show us how to be our best ‘tramming’ selves.”
The campaign targets those most susceptible to safety-related issues in transit, packaging the message with youth and spirit and alleviating much of the seriousness of the message.
Icon creative co-director Ed Bechervaise says of the lighthearted safety-ad, “Tram Coach celebrates safety and being awesome at it, so there’s no heavy vibes here.”
Icon Agency is responsible for delivering creative strategy, campaign implementation, public relations and social media.
To find out more about the campaign and see Tram Coach in action visit: www.yarratrams.com.au/tram-safety
