

Safety Thirst
Cubaka
Client: Avanti West Coast
We called Richard Shotton, a behavioural scientist, to fine-tune safety messaging. Birmingham Brewing Company was tapped to brew their awardwinning 0.5% pale ale. Cubaka came up with the idea to promote "Safety Thirst" with a reworked version of "Jingle Bells", keeping the catchy tune and swapping lyrics with safety messaging, and recorded the song with real Avanti staff alongside producing and editing the accompanying music video to promote the beer on social, TV, radio, and print. Drinkaware and the Rail and Safety Standards gave the campaign a big thumbs up. And Mischief was brought in for the press sell-in amidst a tough news cycle.
We aimed to reduce passenger accidents by 10% over the Christmas period. Thanks to "Safety Thirst", we saw a 25% reduction in intoxication-related accidents over four weeks, a 13% year-on-year decrease in accidents and zero intoxication-related assaults on staff in the 2024 festive period. We also secured standout coverage from the likes of BBC, ITV and the Daily Mail, and smashed social media targets, including decreased negative sentiment. "Safety Thirst" was more than just a stunt. It was a tangible product launch with a real purpose. We moved beyond talking about safety by shaping behaviour. Cheers, Safety Thirst!