Horrifying Effects takes Grand Prix at The Drum Awards EMEA
We’re pleased and proud to announce that our Horrifying Effects rail safety campaign for Network Rail and the British Transport Police was awarded Grand Prix by judges at the 2026 Drum Awards EMEA, after taking Gold in the Advertising, Creative and Charity/Not-for-profit categories.
Our ultra-gory homage to old school safety campaigns reduced rail trespass by 23% and deaths by suicide by 30%, and delivered 120% ROI, and builds on our highly effective body of You vs Train behaviour change campaigns:
Wipeout - Network Rail’s first ever influencer marketing campaign targeted anti-authoritarian young people to reduce trespass by 23% (Grand Prix winner at The Drum)
Shortcuts - using an innovative world-first media buy to reduce adult trespass by 17% (multi-award winner)
Harrison’s Story - an extraordinarily effective, incredibly moving campaign targeting children and parents to reduce child trespass by 62% (multi-award winner including Grand Prix at The Drum)
Big Manny - collaborating with the roadman of science to reduce child trespass in hotspot areas by 44% and national trespass by 5%, without paid media (multi-award winner)
By showcasing the craft and graft that sits behind movie practical special effects, in this latest iteration of the You vs Train campaign we showed the horrifying effects of rail trespass in content audiences wanted to watch – and is now burned on their retinas…
The campaign has since been extended to create age-appropriate classroom learning materials for schools, and an internal safety campaign to remind frontline workers of the horrifying impact of electrical injuries.