Safe Service. Bringing clarity and connection to safety culture at Network Rail
Role: Art Direction and content design. Agency: Storycatchers
Context
Safe Service is Network Rail’s long-running internal comms programme designed to strengthen safety culture across a hugely diverse workforce. I joined in the second year of the four-year programme, at a point where Safety Hour attendance was slipping and the monthly messaging felt fragmented and hard for colleagues to follow.
Introducing clear monthly themes
One of the first things I noticed was that the comms plan lacked structure. Each month covered whatever issue had surfaced most recently, which made messages feel disconnected and harder to retain. I recommended introducing clear monthly themes, such as complacency, psychological safety, pressure, teamwork, line of sight and trusting your instincts, to help colleagues build understanding over time instead of receiving isolated reminders.
The below examples are a poster and headline messaging from the Effective Communication theme.
This shift to thematic content helped audiences connect the dots and created stronger, more recognisable safety conversations month by month.
Designing communication that reaches everyone
With frontline workers often having limited access to tech and reading ages ranging from eight upwards, accessibility was vital. I co-shaped monthly comms packs that were simple, visual and grounded in plain English, including:
Posters and animated depot displays
Short films featuring real colleagues
Viva Engage posts and MyConnect articles
Visual presentation content
Briefing packs for senior leaders
Discussion packs to support managers in running in-person sessions in depots where digital access is low
Peer-to-peer storytelling became a cornerstone. Real voices and real experiences were far more effective than top-down messaging, especially when paired with clear, consistent visual design.
Guided by behavioural science
Safe Service followed the ADKAR model, and each month’s content moved colleagues through Awareness, Desire, Knowledge, Ability and Reinforcement. I used behavioural insight to help shape language, structure and format so messages felt actionable and supportive rather than instructional.
Measurable, meaningful impact
By the end of the year according to Network Rail’s internal data:
Safety Hour attendance increased by 17 percent
Safety conversations rose by 20 percent
Managers reported greater confidence delivering sessions
Frontline teams fed back that the themes made content easier to understand and apply
Working on Safe Service was a reminder that communication can genuinely keep people safe. Helping teams feel more confident, connected and equipped to look out for one another felt like work that mattered.