Network Rail national external liaison manager Ian Chapman said: 'Youngsters find railways such a draw, so we are encouraging them to do more positive things.'
Although some traditional channels such as teen magazines will be used, teenage boys will be targeted via the internet. The Network Rail brand will not be used in online activity in an effort to give the impression that kids are not being dictated to. But August.One will seek celebrity endorsement to target TV channels such as MTV.
Network Rail is also planning to build recreation facilities in underprivileged areas. Working with councils it will help to choose courses of action, from regeneration of derelict land to the building of basketball courts. Sponsorship deals are also being sought.
Three agencies pitched for the brief, including Hey Moscow, which oversaw events in a pilot for the campaign last year.