The Conscious Crossing

The safety system
that beats complacency
by constantly changing

Creative Director / Designer

KiwiRail


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    Pick of the Week— Outdoor

Over-familiarity can be lethal at rail crossings.

The Conscious Crossing interrupts pedestrian complacency by keeping the familiar, unfamiliar. The movable set of warning gates can be infinitely reconfigured, constantly changing the environment and forcing people consciously into the moment. Designed with human nature in mind, anyone can change the gates into any layout, any time – actively helping to keep other pedestrians safe.
Easily installed and cost-effectively produced, The Conscious Crossing has the wide-reaching potential to provide a simple, long-term solution to keep pedestrians safer at rail crossings around the world.
Over-familiarity leads to complacency. And at railway level crossings, complacency can lead to death. Many of New Zealand’s pedestrian rail crossings have no warning infrastructure beyond passive signage. Which over time loses its impact for regular users.
To prevent more deaths and injuries, KiwiRail needed an innovative, cost-effective way to switch pedestrians’ minds back on, in the crucial moments before they crossed the tracks.

Ranked in the WARC 100
& The Good Report Top 40.

"…forces consumers to change their behaviour at the moment when it’s most important. It’s a perfect example of solving the client’s problem, not just the client’s brief."

Axis Awards Judges—

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