KiwiRail.
Steely Stan: Encouraging Safe Rail Crossing Behaviour.
The Problem
Near-misses at railway crossings were increasing due to complacent behaviour.
The Insight
People are more likely to act safely when they feel observed and emotionally engaged.
The Design Response
We designed Steely Stan, a bold illustrated character placed at crossings to physically guide eye movement left and right using comic-book visuals and behavioural cues.
The Outcome
Vehicle collisions at level crossings dropped by 100%, proving creative design can drive real behaviour change.
Design Director Opeta Elika
Chief Creative Officer Tony Clewett
Creative Group Lead Bobbie McKay
Digital Creative Director Jeremy Clark
Digital Art Director Gene Wheaton
