Category PR
Subcategory PR driven integrated campaign
Entrant agency TBWA\LATVIJA
Client Latvian Railways
Brand Latvian Railways
Product/service Railway infrastructure
Release date 26.05.2016
Advertising agency TBWA\LATVIJA
Other agency MRS GRUPA
Account director Inga Jerzjukova
Account director Marta Kaprāle
Creative director Edijs Vucēns
Copywriter Zane Jēgere
Art director Inta Brūniņa
PR Specialist Līva Jēgere

The number of senior railroad victims is increasing in Latvia. As almost all railroads are openly approachable, seniors need to rely on their senses in order to be safe, but instead they make risky choices and behave irresponsibly.

As the senior’s abilities are becoming weaker and they mostly listen to doctors or children, we used children as doctors to test their abilities and give a reality check.

Each media channel (TV, print, radio, web, event) was used to test senior’s abilities in sight, hearing and reaction and create awareness regarding their actual abilities around railroads.

More than 100 publications (earned media), coverage on national media and news portals. 450 real-life health inspections took place and some children started to challenge their grandparents at home. The TV spot was adapted in 7 countries and most importantly - the number of accidents in Latvia dropped by 30%.