UK – Comparison website Trainline has released a music video with singer Craig David and creative studio Mother, raising awareness of the environmental benefits of rail travel. The new song, Better Days, is part of Trainline's I Came by Train campaign, which aims to educate travellers on the polluting impact of various modes of transport such as planes and cars.
According to the UK Department of Transport, planes create 58% of the UK's CO2 emissions, compared with the entire train network's contribution of an estimated 1.5%. The video is an approachable way to help consumers reduce their carbon footprint. ‘In a nutshell, we want to move the debate on from ‘flight shame’ to a more positive ‘train brag’,’ explains Omar El-Gammal, strategy director at Mother.
With current conversations about climate change tending towards pessimism, the partnership with entertainer Craig David takes a positive approach to raising awareness. Explore more fresh approaches to rail travel in Rail Travel Re-ignited.
Strategic opportunity
It can be draining for consumers to be bombarded with information on how they can reduce their environmental impact. Taking a more light-hearted approach can be a more effective way to educate consumers
