“EnterTrainment” for Children: How Railway Companies Promote Transparency, Inclusion, and Diversity through Children’s Educational Resources

Abstract

The transport sector, facing challenges from the COVID-19 pandemic and environmental crises, has had to rethink communication strategies to restore public trust. While traditional corporate communication targets institutional and adult audiences, some companies, like the British Great Western Railway and Network Rail, have started creating educational resources aimed at children. These initiatives, which include STEM-based activities, mark a departure from conventional corporate strategies. More than just keeping children occupied, these resources shape corporate identity and disseminate Corporate Social Responsibility goals related to sustainability, diversity, and inclusion. Children, often overlooked as stakeholders, are a unique demographic group whose early experiences with transportation can influence future decisions as consumers and even as potential employees. By addressing their needs through “edutainment” (Buckingham & Scanlon, 2004), the blending of education and entertainment, railway companies show a commitment to inclusivity and educational engagement. This is in line with broader efforts to make knowledge on rail corporate communication more transparent and accessible to diverse audiences. In particular, these educational resources use verbal and visual strategies, such as colloquial language, interactive graphics and carefully designed characters (Stenglin & Djonov, 2010). This paper analyses how these strategies help railway companies establish lasting relationships with young customers, encouraging brand loyalty, enhancing transparent and inclusive communication.