Waking up in Geelong

A week or two ago a new Victorian Government advertising campaign started appearing on Melbourne television screens, promoting the work being done to remove level crossings across the city. However the way they go about getting their message across seems a little strange, as you might also see once you watch the video.

To me, the above skit doesn’t tell the viewer that the project is about giving removing trains from the path of motorists – instead it suggests that workers aren’t building anything, but just travelling around Melbourne pulling down flashing lights and boom barriers!

This second video from the Level Crossing Removal Authority features the same confused idea – titled “Burke Road boom gate removal” it doesn’t feature any of the work done so far to separate road and rail – just destruction of the old level crossing infrastructure.

There is plenty of construction to do, and plenty of construction already completed.

Sure, the work is part of the Level Crossing Removal Project, but if all you are doing is removing the boom gates, then all you are left with is this.

Safe, eh?

If I had to come up with an advertising campaign for the project, I’d have a queue of cars sitting in traffic at a level crossing, followed by a new bridge magically appearing over the tracks, and ending with the congestion disappearing as the screen fades to the “Authorised by the Victorian Government” line.

And another example

The obsession with boom gates continues in this January 2016 tweet by the Level Crossing Removal Authority.

North Road in #Ormond reopened following road & bridge construction works. Boom gates due to go later this year pic.twitter.com/uJqdYDVgUL

— Level Crossings (@levelcrossings) January 31, 2016

As well as this September 2016 article from the Moorabbin Glen Eira Leader.

The level crossing boom gates that once frustrated motorists at Bentleigh, McKinnon, Ormond and Glen Iris now sit in a storage shed.

But the Level Crossing Removal Authority is undecided about what to do with them.

Project director Adam Maguire said the authority would consider giving the landmark red and white barriers to the community.

And this trinket that Daniel Bowen received for being part of a Level Crossing Removal Authority stakeholder group.

Rather nice thank you gift from @levelcrossings for attending many hours of stakeholder group meetings 😃 pic.twitter.com/XvJ6xDlnTe

— Daniel Bowen (@danielbowen) October 5, 2016

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