i-creation’s Andy Jackson, centre, with CrossCountry Stakeholder Liaison Manager Alex Bray and Community Rail Education Development Officer Karen Bennett at the launch of the Travel with the Green Team campaign at the National Railway Museum, York.
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Stoke-on-Trent creative agency scoops national award for imaginative cartoon character-led sustainability campaign 

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Award-winning creative agency i-creation has added another national title to its trophy cabinet with a win at the UK’s leading community rail awards. 

The Stoke-on-Trent agency’s “Travel with the Green Team” campaign of animations, printed learning resources and school webinars scooped the award for Influencing Positive Change and Sustainability at the Community Rail Network’s ceremony in Cardiff. 

The campaign introduces cartoon character Daffnee Green who leads 7 to 11-year-old pupils through a journey to the beach while showing the green credentials of travelling by train, using electric vehicles instead of diesel or petrol, cycling, walking and recycling. 

A printed education pack contains lots of activities to support learning sessions, a webinar broadcast live to thousands of schools allowed children to quiz Daffnee in a fun Q&A session, and the first 10,000 children to take part received a branded “Travel with the Green Team” pencil which they could plant to grow an herb garden once they’d used it up. 

Watch the Travel with the Green Team video featuring Daffnee Green.

Judges who decided Daffnee was a winner said: “This project has a very clear focus, produced interesting, and valuable written and social media materials and is replicable across the target market. Very good data in support of impact and levels of collaboration. 

“The submission opens with a clearly stated objective. I really like the way this initiative drew on a wide range of knowledge and people to make sure the solution it found was appropriate. 

“Excellent multi-partnership work producing video and education packs for many schools – showing climate change reasons to travel by train.” 

i-creation’s creative team made Daffnee a reality, producing the campaign concept, visuals and animations, the activity pack and digital assets for the webinar. The project brief came from CrossCountry Trains, Community Rail Lancashire and the Tyne Valley Community Rail Partnership. 

All content in the campaign was fact-checked by Network Rail and the Decarbon8 Research Network. 

Nigel Pye, i-creation’s head of creative, said: “We’re delighted to win another award in the UK rail industry. We’ve a long and successful record of working with the Community Rail Network, community rail partnerships across the UK and the train operating companies and their supply chain. 

“Our creative team made a really attractive campaign, with consistent and credible messaging. So many claims are made in the sustainability arena, so independent fact-checking and accreditation was a must and really paid off. 

“Seeing children respond to and learn from the assets both in the classroom and on line was tremendously rewarding. 

“We’re pleased that a successful project demonstrates a significant social value and return on clients’ investment.” 

Andy Jackson

Senior journalist and PR professional with just under 40 years’ experience. Andy’s investigated for and written for every national newspaper, many magazines and most broadcasters. He’s also handled strategic PR, crisis management and media relations for major NHS and private sector organisations. He grew up in Stoke-on-Trent and is an advocate for Staffordshire business. “Our county deserves Daily Focus,” he said.

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