Mindful Minute
This campaign began with a need from passengers. Many expressed how anxiety provoking and unenjoyable train stations are, my solution focuses on finding peace within your environment.
Service
Social Wellness Campaign
Client
RSA Live Brief - Network Rail
Problem
Train stations are a large part of many people’s daily lives, yet a quarter of the passengers say they are not satisfied.
My task was to find a way to create joy
at train stations; I specifically chose to focus on busy, London stations.
Process
My first step was to create a survey, 62.5% of participants agreed that stations made them anxious, which was an area I wanted to focus on reducing. I concluded the core reason behind it all was a lack of feeling in control of the time spent at a train station.
Proposal
I proposed to create a service that makes people aware of the fact that the station doesn’t have to be a negative part of their day. Allowing passengers to take the reins, helping them see that the time spent at the station can be advantageous for their emotional wellbeing.
Interaction
The NFC tags will be dotted around
the station, on all platforms and in accessible and safe locations, such
as walls, lifts and escalators.
Short mindful activities will pop up on passengers phones that they can do whilst waiting for their train. This will
in turn influence the rest of their day positively, whether they are just starting out or are heading home from work.
Atmospheric music
To accompany the calmer atmosphere that is being created, relaxation music will be played through the speakers. Instead of incorporating music onto
a mobile app this will be more fitting,
as it avoids passengers missing crucial announcements, which will also reduce stress and anxiety.
Re-spark the joy
The intended audience particularly focuses on adult passengers. Getting older often results in the loss of wander. Where children still find train journeys exciting, adults and teens no longer
enjoy the experience.
The Spots will re-spark this excitement as you never know
what will pop up on your phone.
