DIGITAL AD CAMPAIGN FOR NETWORK RAIL EXPLORES SOCIAL PROOF BIAS
The behavioural bias of social proof inspired the creative strategy for Network Rail’s ‘Small Talk Saves Lives’ digital ad campaign. Social proof is our tendency to do things because other people are doing them.
‘Small Talk Saves Lives’ is an initiative by Network Rail and The Samaritans to help reduce the number of suicides on the railways.
We’re running a split test across desktop and mobile to see if copy that highlights the scale of other people’s interventions increases the performance of the campaign.
On desktop, the test banners use the copy ‘Join thousands of people looking out for one another.’
The control banners use the copy ‘You have all the experience you need to help save a life.’
Once expanded, the ads leads with a Small Talk Saves Lives video along with mosaic tiles that flip to reveal more information about how people can help.
We’ve also applied this variation in copy across mobile: