Queensland Rail’s successful High Voltage Can Jump campaign has won the prestigious
Gartner Communications Award in the Small Idea, Big Impact category, claiming the title
over 91 other entries from around the world.
Acting Group Executive Customer and Corporate Affairs Michelle Barrett said the
campaign focussed on the risk of trespassing on the rail network, and the potential
consequences of coming too close to high voltage power lines.
“We’re very proud to be recognised for the High Voltage Can Jump campaign, which
shares such an important safety message,” Ms Barrett said.
“Since the launch of High Voltage Can Jump in August 2019 there has been no high
voltage incidents on the South East Queensland rail network and trespassing has
reduced by 43% compared to the previous year.
“This safety improvement is what this campaign was all about and to now be recognised
internationally for its success is an added bonus.
“Gartner’s judges were impressed by the clear audience understanding and message
targeting, including the use of social media to achieve high engagement with the teenage
target audience.
“Through this approach, the campaign reached 6.2 million people online and helped to
increase awareness of the dangers of overhead power, including that you don’t have to
come into direct contact to suffer serious long-term injuries, or worse.
“The campaign destroyed sought-after sneakers to demonstrate the power of 25,000
volts of electricity, and by destroying some of the most popular sneakers in the world, we
made a serious impact with our target audience.
“We also partnered up with local Goodna rapper Lisi as an influencer, as we knew he
could get the attention of the target audience and send out this important safety
message.
“Queensland Rail is very proud of the award and we’re committed to keep sharing this
message to continue a decrease in incidents, and spread awareness that High Voltage
Can Jump.
“It’s the fifth win for this campaign, which also won two Australian Marketing Institute
awards, an Australasian Rail Industry award and a Public Relations Institute of Australia
Golden Target award”, Ms Barrett said.
The Gartner Communications Awards have been the leading recognition for
communications initiatives around the world since 2011. It aims to support and showcase
the great work of communicators who achieve real, measurable business outcomes in
their organisations.
