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Ravel created the Safety Tram campaign for Gold Coast Light Rail Stage 3, turning important safety information into something bright, memorable and full of personality. The project combined character design, illustration, animation and resources for schools and the wider Gold Coast community.
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Gold Coast Light Rail Stage 3 is extending the G:link network from Broadbeach South to Burleigh Heads. Delivered by John Holland Group and its project partners, the project needed to prepare the community for tram testing, new road conditions and the eventual opening of passenger services.
The campaign had two very different audiences to speak to. School children needed a fun and simple introduction to tram safety, while the wider community needed clear information about live overhead wires, crossings, testing, and new road rules. The challenge was to make serious safety messages easy to understand and hard to forget, without making them feel cold, technical or overly corporate.
Ravel gave the Safety Tram a face, a voice, and some Gold Coast charm. Sam the Tram became a friendly guide, sharing safety messages through chat bubbles, emojis, and the line “Take care. Be tram aware.” The concept began with playful school resources, then expanded into social content, posters, animation, signage, and community materials for the wider public. Sam could even transform into whales and mice to explain how heavy and quiet trams are, making serious information easier to understand and remember.
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