Avanti West Coast Campaign on Runaway Children Wins Award

Avanti West Coast has been recognised at the PRmoment Awards 2026 for a campaign aimed at raising awareness of vulnerable young people on the rail network.

Delivered in partnership with charity Railway Children and creative agency Mischief, the initiative—titled Your Presence Is Presents Enough—was named Leisure and Travel Marketing Communications Campaign of the Year.

The campaign centred on a five-minute short film designed to help passengers identify the signs of a runaway child. Released ahead of the busy festive travel period in December 2025, the film’s duration reflected the rate at which a child runs away in the UK, reinforcing the urgency of the message.

Judges praised the campaign for its authenticity and impact, highlighting the effort taken to ensure the storytelling was grounded in real experiences. The film was written and directed by BAFTA Breakthrough talent Daisy-May Hudson, working alongside youth ambassadors from Railway Children to reflect lived experiences.

Multi-channel approach to awareness

The campaign extended beyond film, with station announcements voiced by the child actor featured in the film broadcast across the West Coast Main Line. Posters, onboard messaging and signage at key locations such as Crewe were also used to highlight warning signs and encourage action.

Avanti West Coast further amplified the message through social media and out-of-home advertising, aiming to reach a wider audience and improve public awareness of safeguarding responsibilities.

Measurable impact

Post-campaign research suggests a significant shift in passenger awareness. Around 91 per cent of those surveyed said they were more likely to recognise the signs of a vulnerable young person, while 83 per cent reported they would be more likely to report concerns.

Prior to the campaign, nearly four in five adults (78 per cent) said they were not confident in identifying a runaway child.

Industry recognition

Vicki Hamilton, Head of Social Content at Avanti West Coast, said the award reflects the campaign’s purpose-driven approach.

“The rail network can be an easy place for children to go unnoticed, particularly during busy periods. Working with Railway Children and Mischief, we set out to create something that would genuinely make a difference,” she said.

Chloe August, Director at Mischief, described the campaign as a collaborative effort, adding that its recognition highlights the importance of raising awareness of vulnerable young people using the rail network.

Suzi Lawrence, Head of Marketing and Communications at Railway Children, said the initiative plays a crucial role in supporting safeguarding efforts.

“By helping people understand the signs of vulnerability and how to report concerns to British Transport Police, rail staff and passengers can make a real difference in ensuring young people receive the support they need,” she said.

The charity continues to work closely with the rail industry, relying on both staff and the travelling public to help identify and support at-risk children.