Despite previous campaigns, the number of railway fatalities in The Netherlands tripled since 2016. Most victims being teenagers. Often, the result of reckless behaviour around railway tracks. To halt this dramatic rise, Dutch governmental railway company ProRail had to get through to a young, hard to reach and even harder to impress audience. So impact was needed.
To warn teenagers to behave more safe around railway tracks, we launched ‘Victim Fashion, created by accident’: a youth safety campaign disguised as a fashion label.
The collection is based on the clothing victims wore when the fatal accident happened. This was only revealed during the launch fashion show.
