I brake for trains.
CSX has tapped into NASCAR to spread its "Play It Safe" around railroad tracks campaign.
The relationship with a NASCAR team began with a simple bumper sticker that read "I
brake for trains" and was placed on the rear bumper of the car. The demand for that
bumper sticker was so great, CSX has increased its presence in the sport, and expanded
its PR efforts around messaging.
This included having a hood that read "I promise to break for trains" signed by hundreds
of fans, drivers and media personalities. The signed hood was then placed on the car for
that Sunday’s race. The "stunt" generated a half page article in the USA Today sports
section, detailing the sponsorship and importance of being cautious around railroad
tracks. To date, tens of thousands of bumper stickers have been handed out, turning each
of those cars into permanent safety billboards.