Operation Lifesaver
// Launch Site“Public education programs to raise national awareness of railroad safety” doesn’t sound like an attention grabber until you see the statistics. Staggering facts and personal stories are brought to life in this dramatic redesign for a decade-loyal client of ours.
When OLI approached us to redesign their website, they made it clear that they wanted to reach out to a younger audience who may not understand the dangers and ramifications of not being aware when walking or driving around trains. OLI was clear that they needed a dramatic, engaging and interesting site that could capture this young audience long enough to drive at least one safety message home to them.
The effort included a photo shoot directed by NewCity's Creative Director along with photographer Notley Hawkins on location in Arkansas on what had to be the hottest day of the year. Regardless, we had a dedicated group of volunteers of all ages to participate and get the job done. We set up a series of vignettes highlighting the dangers inherent to the rails backed by real world examples of horrifying events that could have been prevented with more caution. Stark black and white photography brought these vignettes alarmingly to life.
Operation Lifesaver is a grassroots, non-profit organization which started in 1972. They provide public education programs to raise national awareness of railroad safety.
Project Images:
What We Did:
- Design & Development
- Creative Direction
- Photo shoot
We picked the hottest week in August to shoot photos in Arkansas for our website. That alone should have slowed the brain of our director from New City. But no. Good thinking, patient guidance, and persistence resulted in compelling photos to pull eyeballs to our rail safety message.
- Marmie Edwards - VP of Communications, OLI
