Schuylkill River Banks

In October 2006, CSX developed and implemented a safety campaign located at key entrance and exit points to Schuylkill River Park in Philadelphia, Pennsylvania. These entrance points cross railroad tracks and, with a surge in population in the area, park traffic was steadily increasing and park users had begun to crawl under or walk through parked trains at the entrances.

A young park visitor sports a CSX Keep on Living t-shirt and beanie.

Although no incidents had occurred as of August 2006, there was a growing need to address the potential safety issue.

As a result, CSX launched the Keep on Living campaign: a message that provided a positive platform to encourage park users to continue enjoying the park while using caution around the tracks. Through this positive messaging, CSX sought to incorporate safety into the culture and fabric of Schuylkill River Park, to demonstrate that CSX understands the importance of the park to the community and to establish CSX as a partner and supporter of the park and its mission.

The campaign reached approximately 6,000 park users with more than 13,000 Keep On Living branded items distributed to date. More importantly, community groups embraced the campaign, including the organization that had been lobbying for CSX to do something about the problem. Park users embraced the message as well, as repeat visitors returned to the park wearing the promotional products.