Aqueduct Rail portal targets safety issues

Clerkenwell-based integrated agency Aqueduct has delivered a potentially culture-changing portal on behalf of Network Rail that provides a central safety information and news resource.

The central resource is designed to drive up safety performance across the UK rail industry.

Called Safety Central, the site fulfils the company's commitment as the industry leader to champion a culture of safety among its own workforce and within hundreds of contracted companies involved with building and maintaining Britain's railways.

The major aim of the portal is to cut deaths and accidents by improving safety practices among the wider rail industry.

It will also bring benefits to the industry by cutting the cost of safety briefing, providing instant access to information while improving the quality and consistency of it.

Safety Central incorporates materials and facilities, including video, briefings and news, to ensure all workers receive the appropriate amount of safety-related communications and to give workers the opportunity to feedback.

The site will also carry the award-winning internal safety awareness campaign 'Safety 365' created by Aqueduct, which won Gold for its 'design candour and brilliant mixed media approach' in the DBA Effectiveness awards announced this month.

'Safety 365', the hard-hitting safety brand, which Aqueduct created more than two years ago, is achieving more than double the recognition and approval rates expected for even a high-performing consumer campaign and has changed the way two out of three staff members think about safety.

Rob Oubridge, Managing Director of Aqueduct, said: "The new portal is a key step in widening the jurisdiction of a highly successful campaign.

"Our objective was to create a usable, content rich site, that not only fulfilled its functional obligation to disseminate vital information and news in a user-friendly fashion, but that also positions Network Rail as a world-class company at the forefront of driving up safety standards within the industry.

"We have harnessed the capabilities of digital technologies to provide a cost effective way for Network Rail to provide consistent and timely information to a massive audience and to encourage dialogue with and among them".

The portal will be available initially to accredited safety managers within the rail industry when it goes live at the end of the month.

Aqueduct has also designed a printed leaflet to launch the site which will be posted to 1500 safety officers and managers across the UK in the next week.

Banners have also been created to raise awareness of the portal for use at industry events.

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