Avanti West Coast Campaign wins award for a rail safety project focused on protecting runaway and vulnerable children across the UK rail network. The campaign was developed with Railway Children, a UK charity that supports at-risk young people, and creative agency Mischief. It received a PRmoment Award 2026 for excellence in travel marketing and public safety communication.
The project is called “Your Presence Is Presents Enough.” It used a short emotional film to help passengers understand how to identify signs of a child who may be in danger. The film was released before the busy Christmas travel season in December 2025. It aimed to improve awareness across stations, trains, and public spaces on the rail network.
The campaign won the title Leisure and Travel Marketing Communications Campaign of the Year. Judges praised the strong and honest storytelling approach. They said the message felt authentic and emotionally powerful. They also noted that it clearly stood out among other entries due to its real-world impact and public value.
The five-minute film shows how quickly a child can go missing after running away. It was written and directed by BAFTA breakthrough filmmaker Daisy-May Hudson. She worked closely with youth ambassadors from Railway Children. Their input helped ensure the story reflected real experiences and real risks faced by vulnerable young people.
Avanti West Coast used a wide communication strategy to reach the public. The film was released on YouTube and promoted online. Audio announcements voiced by a child actor were played in stations across the West Coast Main Line. Posters and warning signs were placed on trains, benches, and station areas to reinforce the message.
The campaign encouraged passengers to stay alert and notice warning signs of a child in distress. It explained simple steps people can take if they are worried. It strongly advised reporting concerns to British Transport Police by texting 61016. The message focused on fast action and public responsibility.
The results showed a major impact on public awareness. After the campaign, 91 percent of passengers said they were more likely to notice a vulnerable young person. About 83 percent said they would report concerns if they saw something suspicious. Before the campaign, 78 percent said they could not confidently identify a runaway child.
Vicki Hamilton, Head of Social Content at Avanti West Coast Campaign team, said rail travel can be a place where children go unnoticed. She said the campaign helps give people confidence to act. She also highlighted that the festive season increases travel, making awareness even more important.
Chloe August from Mischief said the project was a strong team effort. She said the campaign achieved real change in awareness and behaviour through simple and emotional storytelling.
Suzi Lawrence from Railway Children said the campaign plays an important role in protecting vulnerable young people. She explained that rail staff and passengers are key in identifying risks early. She also stressed the importance of reporting concerns quickly through British Transport Police using 61016. She thanked all partners for their collaboration.
The campaign highlights how transport safety depends on cooperation between operators, charities, creative teams, and the public. It shows how awareness campaigns can change behaviour and improve safety outcomes. The Avanti West Coast Campaign is now seen as a strong example of how communication can support safeguarding efforts across the UK rail system and beyond.
The PRmoment Awards are a major industry recognition in the UK public relations sector. They celebrate campaigns that show strong creativity, strategy, and real social impact. Judges look for work that changes public behaviour and improves awareness. The Avanti West Coast Campaign stood out because it combined emotional storytelling with practical safety advice. It also delivered clear results in public understanding.
Experts say such campaigns are important during busy travel periods like Christmas. They help passengers remember simple safety messages in a clear way. The success of this campaign may encourage more transport operators to invest in similar public awareness projects in the future.
