The Rail Ritual - KiwiRail
We created a superstition. The first superstition to actually save lives.

By getting people to blow to the left and right before they crossed train tracks, we prompted them to look both ways without even realising it.

But for the superstition to catch on, it needed to feel like it already existed. So we embedded it online before getting influencers to talk about superstitions in general – with The Rail Ritual simply appearing amidst their other content.

Finally, when it looked like it had been around for years, KiwiRail endorsed the superstition and content in Rail Safety Week.