Union Pacific has taken a fresh, positive approach to educating the general public about railroad grade crossing safety. Rather than focus on the consequences of driving or walking around lowered railroad gates—death, serious injury—UP, in a new social media campaign, is emphasizing that life, and all its potential, is worth waiting for the brief amount of time it takes for a train to pass and the gates to go up.
UP’s new campaign urges drivers and pedestrians to think about their personal safety first and wait at grade crossings. Three videos depict different scenarios in which a jogger, young couple and father and son are stopped, waiting for a train to pass. “When the arms lift, each proceeds safely toward a spectacular future,” says Union Pacific Senior Vice President-Corporate Relations Scott Moore. “Our message is straightforward: Your Life is Worth the Wait. Union Pacific trains operate in more than 7,300 communities; too often our employees see drivers or pedestrians sneak around the gates. Even after applying the emergency brakes, it can take a mile for a train to stop. The risk is never worth it.”
This is Union Pacific’s second safety campaign in 2015 launched exclusively on social media. The first one addressed high school photography on railroad tracks.
UP points out that Federal Railroad Administration statistics for 2014 reveal 915 people nationwide were killed or injured trespassing on railroad property.
The safety message on UP’s website appeals to not only common sense, but to thinking about one’s future: “How many mornings have you hit snooze one too many times? You’re running late and don’t want to wait for a train. Maybe you’re out for a run and want to keep your pace. Sure, it’s tempting to sneak around the gate in hopes of saving a few minutes. But your life is worth the wait. If the crossing arms are down or the lights are flashing, you must assume a train is coming even if you can’t see it. Not only can it take a mile for the train to stop, a train’s weight compared to an automobile is similar to the weight of a car compared to a tin can. Union Pacific urges you to put your safety first and wait. Never drive or run around crossing arms, and never stop on railroad tracks. Remember, trains always have the right of way—over cars, trucks, pedestrians, and even police cars and fire trucks.”
To watch campaign videos and share this important safety reminder, click HERE.