News & views
A new interactive Corporate responsibility report for Network Rail
Friday, 23 July 2010
Network Rail has launched a new interactive Corporate Responsibility report, designed and produced by Further and featuring a fully interactive interface which allows users to explore and discover related information. The report is Network Rail’s first step towards a new way of delivering communications online. It breaks the mould of placing stand alone documents online, and instead forms an integrated section of the Network Rail website, providing and contextualising a wealth of information.
The new website’s interactive element is unique, in that unlike many web-based interactive experiences it uses accessible web technologies, demonstrating Network Rail’s commitment to not only sustainability, but also accessibility in all its forms.
At the heart of the report is a rich exploratory experience featuring interactive animated info-graphics that describe the five key themes of Network Rail’s CR activities. The interactive approach to delivering report information is aimed at providing a more educational and engaging experience which will encourage visitors from many audiences to better understand Network Rail’s mission and commitment to sustainability.
James McCobb, Network Rail Head of Digital Marketing, said “With this report we wanted to reflect Network Rail’s modern and approachable brand whilst, in these more austere times, cutting costs by moving from a printed report to online. A web based report allows us to be more interactive using video to demonstrate how our people are all playing a part in delivering a bigger and better railway for everyone.”
Chris North of Further, commented, “The Community and Environment section of the site marks a major step forward in Network Rail’s online communications, offering the best of design, engagement and information presentation. It’s open, transparent and fun.”
The team at Further are proud of the end result. You can view and explore the report at http://www.networkrail.co.uk/responsible
