our workNetwork Rail / You vs Train: Harrison Ballantyne’s story
On June 27 2017, 11-year old Harrison Ballantyne was out playing with his friends when he was hit by 25,000 volts of electricity at a rail freight depot. There was nothing his friends and paramedics could do to save him, and Harrison died at the scene. It was a privilege and an honour to work with Network Rail, the British Transport Police and Harrison’s parents to deliver the most successful You vs Train Trespass campaign ever run, reducing child trespass by 62%.
The most successful You vs Train campaign to date
Harrison’s film ran on Facebook, Instagram, YouTube and VOD – and delivered some truly amazing results. Key results include:
62% decrease in child trespass incidents in campaign target areas
24% decrease in all trespass incidents in campaign target areas
49% spontaneous recall of the ad in 16-24 age bracket
Over 1.8 million YouTube views since October 2022
YouTube VTR of 44% (against 20% industry benchmark), with 20% watching the entire 2 minutes
11-minute segment on BBC Breakfast, which unusually featured the full 2-minute advert
92,000 schoolchildren watched the film via a special assembly streamed live from Harrison’s school, sponsored by Colas Rail
The story behind the story…
One person every hour puts their life at risk trespassing around the railway – because they're unaware of the risks that speeding trains, overhead lines and the electrified third rail present, or because they’re aware but over-confident in their abilities to avoid them. Trespassing leads to an average of 20 entirely avoidable deaths each year – including, sadly, the death of a funny, loyal, Harry Potter-loving, football-mad little boy called Harrison.
He hoofed his ball over a waist high, unmarked fence, climbed over it and up on to what looked like an abandoned train wagon to get an elevated view to find it. He didn’t even notice the overhead power lines, let alone touch them – but the electricity arced, jumped and instantly killed him, leaving his friends severely traumatised.
The incident was referred to the Office of Rail & Road (ORR) for investigation, resulting in the private operator of the terminal being fined a record £6.5m for multiple serious breaches of health and safety, including failing to adequately secure the site.
Working with an extraordinary actor to bring Harrison to life
Harrison's death was both a gross injustice, and a devastating tragedy. Our task was to make sure it wasn't in vain, using Network Rail’s ‘You vs Train’ youth trespass brand as a vehicle. We didn’t want to sideline Harrison in his own story. Harrison was a victim, and victims deserve a voice. And we know the messenger matters. We’re more likely to listen to some people than others. And it is extraordinarily difficult not to listen to a sunny, lively 11-year-old boy speaking directly to us, about how he didn’t expect to lose his life around the railway.
Working with the amazing Martin Gibbons Casting, we found the perfect redheaded livewire to give Harrison that voice – a 14-year old actor called Patrick. We couldn’t bring Harrison back for his family and friends, but we could show the world what a ray of sunshine he was – and use that sunshine to draw people into our story.
The industry campaign: working with Harrison’s parents to put a human face to risk assessments
The record £6.5m fine delivered by the Office of Rail & Road (ORR) placed a sharp focus on the health & safety responsibilities of duty holders right across the industry, who collectively asked for a film to be made to be shown in every rail organisation whose land intersects with a community.
As Harrison’s mum explains, most people in her community had no idea how close they were to a rail freight terminal. When her boys went out to play, she warned them of the possible dangers of the canal, and the village pond, and the motorway, and strangers – but not of the railway, because there was nothing to suggest she needed to.
Our 20-minute flm encourages sites to conduct risk assessments from the outside looking in – kids out playing, communities that may be unaware of their location and the risks they present – and while it features educational contributors from the industry, a child psychologist and the ORR’s lead investigator in the case, the narrative is carried by Harrison’s parents.
Liz and Drew look the audience in the eye as they introduce their son, outline the circumstances of his death, explain its impact, and ask the industry to think of him when conducting risk assessments.
Film-maker Carl Shanahan and the Storycatchers team worked carefully and sensitively with Liz and Drew to let them tell their story, in their words. This film hasn’t launched yet, but we can’t wait to share it. It’s an extraordinarily powerful, moving piece of documentary film-making – and one that we’re really proud of.
This is undoubtedly the most important campaign we’ve ever worked on. Most of us are parents. The subject matter hit hard – and it should. No family should have to suffer the loss of a child, when it’s so easily avoidable. No kids should have to see what Harrison’s friends saw that day.
The railway is full of unexpected dangers. Please, watch the film. Talk to your kids about it. Share it.