Six years on from Dumb Ways to Die, the acclaimed Australian campaign designed to stop kids from trespassing on railways, rail networks are still trying to come up with ways to get those kids' attention.
The latest effort comes from SNCF, the French railways operator, which has turned to virtual reality and the horror genre in its bid to target a teenage audience. Agency TBWA/Paris has brought to life a nightmare suffered by a real-life train driver who struck a teenager with his train, and created a scary VR experience around it, named "02.38" after the time the accident occurred. The tagline is "Don't become someone else's nightmare."
The experience will go on a national tour of French high schools, where a truck decorated as the set of the main character's bedroom will greet high schoolers. There, they will be able to watch the film with a VR headset. SNCF agents will also be on board to deliver an additional educational prevention message.
The film, produced by TBWA/Else, can also be seen on the www.02h38.fr website together with digital educational content such as interviews and witness accounts. It allows people to experience the project using a VR headset and either a computer or mobile.