The ‘What’s Stopping You?’ campaign is all about connecting with users through the medium of a bucket list. I aim to form connections between people and encourage users to share their bucket lists and stories through the app and on social media. Advertisements for the campaign will feature handwritten bucket list entries from real people across the country. This will create personal connections with the the users, showing them that innovators have already interacted with the campaign and get them thinking about their own bucket lists. The aim of the ‘What’s Stopping You?’ campaign is to celebrate the past, present and future of rail. It utilises a variety of digital and physical touch points to inspire the sense of adventure and exploration that my target audience, commuters, have lost. The visual identity and communication aims to spark that sense of daring adventure and a you-only-live-once attitude. It’s important that my visual language is rooted in the rich history of rail but appropriately updated for the present.