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16 Mar 10:00 GMT / 06:00 EST

The Drum Digital Transformation Festival launch

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Gordon Young
Editor-in-chief at The Drum

Transport for NSW encourages people to stop looking at their phones in safety campaign

The campaign is integral to changing the behaviour of the Sydney community as the light rail launched.

Transport for NSW has created a safety campaign to highlight the safety implications that come with the new light rail system it launched in 2019.

The campaign, called ‘Heads Up, play it safe around light rail’ and created by Wunderman Thompson, showcases the community life around the light rail and features a local Sydney street cast sharing their knowledge of how to stay safe and enjoy the neighbourhood they love.

“The campaign is integral to changing the behaviour of the Sydney community as the light rail launched,” said Rita Harding, Transport for NSW’s executive director of marketing and campaigns.

“Too many of us walk around with our heads buried in our phones. As the light rail launches in the busy Sydney CBD, we need to change this behaviour and prompt Sydney to keep their heads up and stay safe.”

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