Avanti West Coast took an innovative approach to promoting rail safety during the holidays with the launch of its Safety Thirsy low-alcohol beer and an accompanying festive campaign. Avanti West Coast's imaginative initiative addressed a statistic that estimated that customer accidents at stations and onboard trains where intoxication was a possible factor increased by 45% over the Christmas holidays.
The Safety Thirst pale ale boasted 0.5% alcohol content and was stocked onboard trains to encourage responsible drinking. Avanti West Coast's rail safety campaign was backed by the UK’s leading alcohol charity Drinkaware and the Rail Safety and Standards Board.
Safety Thirst was the second phase of the rail company's safety-focused 'Take care. Get there' campaign. The first stage involved spotlighting how railway workers improve safety.
Image Credit: Avanti West Coast
What Makes This Trend Stand Out
- Low-alcohol Beverages
- The increasing demand for low-alcohol beverages like Avanti's Safety Thirst highlights a market shift towards moderation and responsible drinking.
- Branded Safety Campaigns
- Innovative marketing efforts such as Avanti's holiday campaign use branded products to creatively address public safety issues.
- Collaborative Safety Initiatives
- Partnerships between companies like Avanti, Drinkaware, and industry boards illustrate how collaborative efforts can effectively promote public safety.
- Seasonal Safety Promotions
- Seasonal promotions targeting specific behaviors, like holiday drinking, create opportunities for tailored safety messages.
Sectors Adopting This
- Rail Transport
- The rail transport industry finds new ways to enhance customer safety through unique campaigns and partnerships.
- Alcohol Production
- Producers of beverages with reduced alcohol content are tapping into the growing trend for healthier and responsible consumption options.
- Public Safety Organizations
- Public safety organizations have the potential to expand their influence through collaborations with prominent brands for highly visible safety messaging.
