Health & Safety Campaign

How do you make an entire rail network safe for people and the environment?

By educating policymakers, media and the rail industry.

A boom in U.S. shale production had led to a rise in trains loaded with hazardous materials pulling outmoded and unsafe tank cars through American and Canadian towns. Thousands of lives and the environment were at risk. Greenbrier, a leading supplier of tank cars to the railroad industry, was determined to change this by persuading government policymakers to mandate safer tank car standards. The big question was, how?

In close collaboration with Greenbrier we developed a compelling campaign - ‘Safer Tank Cars Now’ - to drive the case for change. Through branding, film, digital, design and print we built traction at industry and media events, as well as through more traditional advertising routes like the Wall Street Journal. In 2015 the U.S. Department of Transportation adopted the safer tank car standard. And the United States Library of Congress also added the ‘Safer Tank Cars Now’ campaign into the Library’s historic collection of internet materials related to public policy.