Metlink (now Public Transport Victoria) created a public awareness safety campaign, ‘Travelling with children on public transport’ in late 2010, with the aim of reminding parents and carers how to play it safe on public transport.
Metlink partnered with KidSafe, a leading non-government, not-for-profit foundation that is dedicated to preventing unintentional childhood injuries, to reinforce the safety message and appointed Currie to help achieve community cut-through.
Currie’s strategy was to recruit real public transport users who rely on the service. The idea was to practically demonstrate parents in action, catching a train at their local station, strapping in their kids for safety and articulating in their terms why public transport is so necessary and useful in their everyday lives. This real life concept aimed to highlight that travelling with children should be encouraged but parents need to aware of the basic safety rules during busy periods.
The story was picked up across all major metropolitan TV news programs.