‘We are all fragile under our shells’ announced as selected student campaign for Re:act London 2021.

A clever and eye-catching campaign, created by University of the Arts London student Agota Rencsenyi, is the selected London campaign for the 2021 Re:act international road safety behaviour change program.

Re:act challenges local university students to create a campaign that raises awareness among 18-25 year old road users of a critical road safety issue. An initiative of strategic behaviour change agency Hard Edge, it is the second successive year the international program has been conducted in London.

After focusing on distraction in 2020, the topic for Re:act London 2021 was ‘vulnerable road users and drivers: shared responsibility’. A vulnerable road user (VRU) is a pedestrian, cyclist or motorcyclist who uses or interacts with the road system.

The ‘Shells’ campaign will be launched in the second half of 2021 on retail and roadside assets across London with the support of new Re:act UK Out Of Home media partner, Ocean Outdoor.

“In 2021, Re:act London aimed to build understanding and empathy among all road user groups to highlight our shared responsibility for safety on and around our roads,” Re:act founder Andrew Hardwick said.

“Agota’s ‘Shell’ campaign is a brilliant execution of that idea, building a sense of community by highlighting that we are all ‘fragile’ and we all play a part in keeping each other safe.”

Agota Rencsenyi said her aim was to create a positive campaign that promoted empathy and shared responsibility among young VRUs and drivers. Participating in Re:act had been a rewarding experience that had changed her own perspective on road safety.

“My campaign highlighted that not everyone has the same ‘shell’ or protection on the road, and that we are all fragile regardless of how we choose to travel,” she said.

“Working on this brief with Re:act was an incredible experience. Re:act not only made me realise how important it is to talk about road safety but also challenged me to think about my own biases and the part I have to play as a designer and a road user. I no longer presume that the responsibility of road safety lies with others, rather it all begins with me as an individual.

“It is extremely rewarding knowing that I can prompt change through my work.”

FIA Foundation Media & Public Affairs Manager Kate Turner added: “The FIA Foundation is pleased to support the second year of the Re:act international road safety programme, to address the leading killer of young people around the world.

“The ‘Shells’ campaign promotes safer streets with a charming combination of humanity and humour to encourage road users to think about how they consider each other’s vulnerabilities as they share the road.”

Helen Fallon, Transport for London Principal City Planner added: “I have really enjoyed being part of the panel for this programme, which forms a great way to raise the awareness of our shared responsibility for safety on our roads.

“I was really impressed with the level of enthusiasm, understanding of the objectives of the campaign and creativity shown by all the students. It was evident that partner feedback was taken on board as the campaigns progressed.

“While there were many strong campaigns, the ‘Shells’ campaign really made me smile. I think the illustrations will promote empathy among different road users in a fun way with a tagline that supports the message of sharedresponsibility, making it a really engaging campaign.”

Adam Canton, from program partner Zurich Resilience Solutions, added: “It’s been a privilege to be involved in this year’s Re:act campaign. The students all grasped the key safety theme while coming up with such a diverse range of creative and thought provoking interpretations.

“The selected campaign delivers the messaging brilliantly and is a lot of fun too – I’m sure it will resonate with the public. Congratulations to all the students involved and best wishes for your future careers.”

Ocean’s Chief Revenue Officer Nick Shaw said: Road safety continues to be an incredibly important issue and we are pleased to support this campaign which will reach thousands of London road users where it matters most – on the streets themselves.

“Congratulations to Agota. We all need to be more considerate of each other and her outdoor campaign gets right to the point.”

Visit reactforchange.com to learn more about the Re:act program.

Student’s meme-inspired road safety campaign educates about risks of fatigue – Re:act TAFE Queensland selected campaign announced.

A sunglass-clad kangaroo behind the wheel, colloquial phrasing and rhyming messaging – how else would a road safety campaign educate young drivers about the risks of driving fatigued?

The ‘Take a Break Mate – You Drive Lousy When Ya Drowsy’ message was created by Queensland TAFE student Tori Sharpe as part of the annual Re:act road safety behaviour change program, which challenges

TAFE graphic design students to create a campaign that raises awareness among 16-24 year old road users, including apprentices, of a critical road safety issue. The 2021 topic was fatigue.

Tori Sharpe said she aimed to use humour in her campaign to get the target audience’s attention before delivering a factual road safety message. Since participating in Re:act, Tori has also paid more attention to the signs of fatigue when she or people close to her are driving.

“Absurdity grabs attention quickly, and a kangaroo driving a car is definitely absurd,” Tori said. “You need to capture attention very quickly with Gen Z and so if we capture it with absurdity first then they will pay more attention to the message.

“Pet ownership among Gen Z is also increasing, so it made sense to use an animal and give it human characteristics because that generates a positive human reaction and makes the campaign more likeable.

“Roads are one of the biggest killers but deaths on the roads are preventable, so I think it’s awesome to have a program that tries to get new drivers to make better decisions.”

An initiative of strategic behaviour change agency Hard Edge, Re:act has been raising awareness and changing behaviour among young road users for several years, running in selected Australian universities since 2016. In 2021, the program grew to include TAFE students, with TAFE Queensland, North Metropolitan TAFE in Western Australia and Holmesglen TAFE in Victoria all running the program in the first half of the year.

The selected Re:act TAFE campaigns are developed for public execution via Re:act media partner oOh!media’s digital assets, including on TAFE campuses and in regional areas.

“The thinking behind Tori’s campaign was insightful and impressive,” Re:act founder Andrew Hardwick said.

“It mimics the use of memes, a communication form the young target audience is familiar with and relates to, and presents an important road safety message in way that resonates.

“The support from Queensland TAFE and program partners WorkSafe Queensland and the Department of Transport and Main Roads in launching Re:act TAFE in Queensland this year has been phenomenal, and

we look forward to seeing the selected campaign spreading its road safety message in the coming weeks.”

Andrew Mahon, Queensland Department of Transport and Main Roads General Manager (Land Transport Safety and Regulation), said TMR was committed to educating young drivers to be safe on Queensland’s roads.

“TMR is proud to support the expansion of the Re:act program to TAFE students and always encourages people to look after their mates,” he said.

“Young drivers are more likely to be involved in a fatigue-related crash on Queensland roads. This increased risk is due to factors around balancing the requirements of work, study and social lives, and the impacts this can have on sleep. It’s critical young drivers are able to identify the warning signs, understand how fatigue impairs their driving ability and develop strategies that supports them to avoid being in these situations.

“The concepts TAFE students pitched to the program partners really demonstrated their understanding of fatigue-related issues and how to creatively communicate this to their peers. I congratulate all the TAFE students for their efforts in designing creative and engaging concepts, and look forward to seeing the ‘Take a Break Mate’ concept brought to life through digital mediums around Queensland.”

Tamsin Mellor, Principal Advisor – Industry Strategy and Programs at Queensland’s Office of Industrial Relations, said apprentices and other young workers are known to engage in social and work behaviour that leaves them fatigued and at risk of having a crash.

“Young workers, like others who fail to get regular sleep, can build up a ‘sleep debt’ which accumulates until they can get enough sleep to recover,” she said. “Without sufficient sleep, they are at increased risk of fatigue related crashes, errors and injury at work.

“Workplace Health and Queensland is proud to partner with Re:act and TAFE Queensland on this innovative driver safety program targeting fatigued driving. A strength of this program is the peer to peer approach, which is important to engage this hard to reach but high risk cohort of drivers.”

Visit reactforchange.com to learn more about the Re:act program.

An initiative of Hard Edge, the annual Re:act program challenges local higher education students to create a behaviour change campaign that raises awareness among 16-25 year old road users of a critical road safety issue where they are overrepresented.

A panel of university or TAFE, road and workplace safety, and industry partners selects the most compelling road safety campaign in each state, which is then developed and launched on university or TAFE campuses and oOh!media’s digital assets, including its landmark billboards.

Now in its sixth year, Re:act ran in 2020 in Melbourne with Swinburne, UTS in Sydney and, for the first time, Brisbane, through QUT. The program also expanded internationally into London, at University of the Arts London. In 2021, the Re:act program will once again run in each of those institutions and grow further in Australia, running in Perth for the first time with Curtin University as well as in TAFE campuses across Australia. There are further plans for international expansion into Europe, the United States and South America.

Fill your ‘own’ tank before you drive – Re:act TAFE Victorian selected fatigue campaign announced.

A thought-provoking road safety campaign, which puts a clever twist on the need to ‘fill your tank’ before you drive, is the selected Re:act TAFE 2021 campaign in Victoria.

The ‘Rest, then drive – that energy drink won’t fill the tank’ message was devised by Holmesglen TAFE graphic design students Sasha Price and Carly Diep to raise awareness among young drivers of drowsy driving.

The campaign was created as part of the annual Re:act road safety behaviour change program, which challenges TAFE graphic design students to create a campaign that raises awareness among 16-24 year old road users, including apprentices, of a critical road safety issue. The 2021 topic was fatigue.

An initiative of strategic behaviour change agency Hard Edge, Re:act has been raising awareness and changing behaviour among young road users for several years, running in selected Australian universities since 2016. In 2021, the program grew to include TAFE students, with Holmesglen TAFE in Victoria, North Metropolitan TAFE in Western Australia and TAFE Queensland all running the program in the first half of the year.

Re:act founder Andrew Hardwick said selected Re:act TAFE campaigns would be developed for public execution via Re:act media partner oOh!media’s digital assets, including on TAFE campuses and in regional areas.

“The students from Holmesglen TAFE produced amazing work, and the selected campaign is an engaging combination of target audience research and brilliant thinking,” he said.

“We’re grateful for the support Holmesglen TAFE and program partners WorkSafe Victoria and the TAC provided the Re:act TAFE program. Importantly, not only does it produce a real-world safety campaign to change attitudes, research insights uncovered will help road and workplace safety agencies understand this hard to reach demographic and engage young people with safety messages.”

Sasha Price said the idea behind the students’ campaign was to relate filling up your car with fuel to ‘filling up’ your body with sleep, adding that participating in Re:act had raised her awareness about the risks of drowsy driving and changed her behaviour.

“Our campaign idea was to use a fuel gauge but you’re filling up on sleep instead of fuel,” she said. “What we wanted to put behind the campaign was the anxiety you feel when your fuel is getting low and convey the idea that you wouldn’t do that to yourself – you wouldn’t try to drive long distances on ‘empty’.

“When I was reading the statistics, I couldn’t believe that more people die from fatigued driving than drunk driving. We do speak about it a lot more now. We used to just brush it off – if someone was tired after work everyone would still say ‘come out’ – but no-one actually realised it’s a big killer. Now if someone says they’re tired I’ll say ‘stay home, we can catch up another time’.”

WorkSafe Executive Director of Health and Safety Julie Nielsen said the selected campaign cleverly played on a ‘running on empty’ theme to highlight what is a serious issue for young workers on the road.

“WorkSafe congratulates Sasha and Carly on their thought-provoking work, which is helping bring attention to the risk of fatigue among young workers,” she said.

“Young people may be at greater risk of injury from fatigue as research suggests they are more vulnerable to sleep loss, so we hope this campaign can kick-start some important conversations and help young workers stay safe on the road.”

TAC Head of Road Safety Samantha Cockfield said finding new and creative ways to connect with younger people, like through ‘running on empty’, was important in changing road safety behaviour.

“We know young road users are susceptible to driving drowsy and the inherent risks involved, and I am sure that this creative new campaign will strike a chord with young drivers and change the way they think about driving tired.”

Visit reactforchange.com to learn more about the Re:act program.

An initiative of Hard Edge, the annual Re:act program challenges local higher education students to create a behaviour change campaign that raises awareness among 16-25 year old road users of a critical road safety issue where they are overrepresented.

A panel of university or TAFE, road and workplace safety, and industry partners selects the most compelling road safety campaign in each state, which is then developed and launched on university or TAFE campuses and oOh!media’s digital assets, including its landmark billboards.

Now in its sixth year, Re:act ran in 2020 in Melbourne with Swinburne, UTS in Sydney and, for the first time, Brisbane, through QUT. The program also expanded internationally into London, at University of the Arts London. In 2021, the Re:act program will once again run in each of those institutions and grow further in Australia, running in Perth for the first time with Curtin University as well as in TAFE campuses across Australia. There are further plans for international expansion into Europe, the United States and South America.

Selected Re:act TAFE WA road safety campaign focuses on myths around combating fatigue.

An eye-catching road safety campaign that focuses on young drivers using stimulants like coffee to counteract the effects of fatigue is the selected Re:act TAFE 2021 campaign in Western Australia.

Devised by North Metropolitan TAFE graphic design student Stephanie Simpson, the ‘Not a Substitute for Sleep’ campaign raises awareness among young drivers of the risks of driving fatigued by highlighting stimulants cannot overcome the effects of driving tired.

The campaign was created as part of the annual Re:act road safety behaviour change program, which challenges TAFE graphic design students to create a campaign that raises awareness among 16-24 year old road users, including apprentices, of a critical road safety issue. The 2021 topic was fatigue.

An initiative of strategic behaviour change agency Hard Edge, Re:act has been raising awareness and changing behaviour among young road users for several years, running in selected Australian universities since 2016. In 2021, the program grew to include TAFE students, with North Metropolitan TAFE in Western Australia, Holmesglen TAFE in Victoria and TAFE Queensland all running the program in the first half of the year.

Stephanie Simpson, the TAFE student who created the selected campaign, said research conducted as part of Re:act uncovered that a high proportion of young drivers turned to stimulants to mask the effects of fatigue.

“What stood out when we did our research was that young people in general think it’s okay to use stimulants to combat the symptoms of fatigue, so I wanted a campaign to warn people against that and let them know that the only way to combat fatigue is to get a good night’s rest,” she said.

“I’m a shift worker and I finish work in the early hours of the morning. It’s only a 15 minute drive but I do pay a lot more attention now to how tired I am when I leave work and if I should be driving.”

Re:act founder Andrew Hardwick said selected Re:act TAFE campaigns were developed for public execution via Re:act media partner oOh!media’s digital assets, including on TAFE campuses and in regional areas.

“The selected ‘Not a Substitute for Sleep’ WA campaign is so clever in its execution by showing what can occur when driving fatigued, without directly showing a crash, while dispelling common myths. It reflects

the high standard of creativity and thinking students at North Metropolitan TAFE produced,” he said.

“It also demonstrates a key strength of the Re:act approach, where participating students conduct primary research with their peers to uncover the type of road safety messaging that will resonate with them.

“We’re thrilled we were able to run Re:act with TAFE students in WA this year, and we thank the team at North Metro TAFE and program partners WorkSafe WA and Road Safety Commission for making that happen.”

WA Minister for Road Safety Paul Papalia said he was encouraged by the work being done by students though the Re:act behaviour change project to raise awareness of road safety issues.

“The Re:act behaviour change project brings together government, industry and community to work together on improving road safety, building a sense of shared responsibility,” he said.

“Students are often those who are most at risk in terms of unsafe driving behaviours, so it makes sense to work with them on behaviour change messaging to improve road safety.

“The McGowan Government commends everyone who has participated, in particular the creative talent behind what are really important road safety messages.”

Visit reactforchange.com to learn more about the Re:act program.

An initiative of Hard Edge, the annual Re:act program challenges local higher education students to create a behaviour change campaign that raises awareness among 16-25 year old road users of a critical road safety issue where they are overrepresented.

A panel of university or TAFE, road and workplace safety, and industry partners selects the most compelling road safety campaign in each state, which is then developed and launched on university or TAFE campuses and oOh!media’s digital assets, including its landmark billboards.

Now in its sixth year, Re:act ran in 2020 in Melbourne with Swinburne, UTS in Sydney and, for the first time, Brisbane, through QUT. The program also expanded internationally into London, at University of the Arts London. In 2021, the Re:act program will once again run in each of those institutions and grow further in Australia, running in Perth for the first time with Curtin University as well as in TAFE campuses across Australia. There are further plans for international expansion into Europe, the United States and South America.

‘Counting sheep’ spreads the fatigue road safety message – Re:act 2021 selected WA campaign announced.

An inspired student road safety campaign, adding a twist to the notion of counting sheep to get to sleep, is the selected campaign in the inaugural Re:act program for Western Australia.

Created by Curtin University students Aisha Derrick, Ashlin Macintyre, Sajeda Mohammadi and Stephanie Pacia, the eye-catching ‘The road is no place for counting sheep’ campaign creates awareness of fatigued driving among young people.

The campaign was created as part of the Re:act road safety behaviour change program, which challenges local university students to create a campaign that raises awareness among 18-25 year old road users of a critical road safety issue. It is the first time Re:act has run in WA.

An initiative of Hard Edge, Re:act has been conducted in Australia since 2016. This year, Re:act is being run with Curtin University in Perth, Swinburne University in Melbourne, University of Technology Sydney, and Queensland University of Technology. The Re:act program is also running overseas, through University of the Arts London.

Selected student campaigns from each university in Australia will be developed with Hard Edge and oOh!media for public execution via oOh!media’s extensive network of media assets including university campus, retail, street furniture and roadside billboards.

WA Minister for Road Safety Paul Papalia commended the work of the Re:act behaviour change project in addressing road safety issues facing young drivers by developing campaigns with university students.

“University students are best placed to speak the language of the target audience for this campaign,” he said.

“The McGowan Government commends everyone involved at Curtin University, in particular the creative talent behind what are really important road safety messages.”

Re:act founder Andrew Hardwick said: “It’s great to have WA involved in Re:act for the first time this year. We thank Curtin for its support as well as the Road Safety Commission, who really got behind the program, along with program partners Telstra and the National Road Safety Partnership Program.

“The ‘Counting Sheep’ campaign was just so clever. The research students conducted in how to approach their creative was commendable and their execution of the idea was real-world agency level.

“It’s a fantastic campaign and we can’t wait to see it on the streets of Perth and across regional areas of the State.”

Noel Cook, oOh!media Chief Commercial & Operations Officer, added: “We look forward to working with the Curtin students to reach young drivers across Australia with this important road safety message around the dangers of fatigue on our roads.

“Our team of creative specialists will provide consultancy and technical assistance to ensure that we deliver a powerful Out of Home campaign that leads to behavioural change among young people. Using our internal expertise and our extensive network of signs is a proven combination to save young lives when they get behind the wheel.”

Curtin student Aisha Derrick said the research participating Re:act students completed had increased their awareness of driving fatigued as a road safety issue as well as informing a campaign that would have an impact on young drivers.

“Counting sheep is a nostalgic story from our childhood, so everyone understands it immediately, but then we added an impactful twist so the campaign was memorable and left an imprint on your mind,” she said.

“I’m excited to see the campaign up on billboards. It makes going into multiple shops to buy the little sheep worth it.”

Visit reactforchange.com to learn more about the Re:act program.

An initiative of Hard Edge, the annual Re:act program challenges local higher education students to create a behaviour change campaign that raises awareness among 16-25 year old road users of a critical road safety issue where they are overrepresented.

A panel of university or TAFE, road and workplace safety, and industry partners selects the most compelling road safety campaign in each state, which is then developed and launched on university or TAFE campuses and oOh!media’s digital assets, including its landmark billboards.

Now in its sixth year, Re:act ran in 2020 in Melbourne with Swinburne, UTS in Sydney and, for the first time, Brisbane, through QUT. The program also expanded internationally into London, at University of the Arts London. In 2021, the Re:act program will once again run in each of those institutions and grow further in Australia, running in Perth for the first time with Curtin University as well as in TAFE campuses across Australia. There are further plans for international expansion into Europe, the United States and South America.

Zombies spread the fatigue road safety message – Re:act 2021 selected Victorian campaign announced.

A striking and straight to the point campaign, that ‘unleashes’ zombies to educate young drivers about the risks of driving fatigued, is the selected Victorian campaign for Re:act 2021.

Created by Swinburne students Eve Uittenbosch, Lulu Nicholls, Charlotte Tiong and Gabrielle Versace, the campaign uses zombies and the ‘Don’t Drive Dead’ tagline to create awareness of the risks of drowsy driving for young people.

It was created as part of the annual Re:act road safety behaviour change program, which challenges local university students to create a campaign that raises awareness among 18-25 year old road users of a critical road safety issue.

An initiative of Hard Edge and now in its sixth year, the Re:act program is running in 2021 in Australia with Swinburne University in Melbourne, University of Technology Sydney, Curtin University in Perth, and Queensland University of Technology. The Re:act program is also running overseas, through University of the Arts London.

Selected student campaigns from each university in Australia will be developed with Hard Edge and oOh!media for public execution via oOh!media’s extensive network of media assets including university campus, retail, street furniture and roadside billboards.

Swinburne student Gabrielle Versace said the group wanted to create a campaign that was accessible to its target audience while delivering a clear and direct message.

Gabrielle said participating in Re:act had changed her own, and her peer group’s, behaviour around driving fatigued, where they now employed strategies they suggested as part of their ‘Don’t Drive Dead’ campaign.

“We wanted to create something that was relatable to the target audience and work within a genre that was a visual language they could recognise,” she said. “Something we saw being executed often in popular culture was the zombie genre.

“We liked the idea of relating this campaign with a character that represented the state of being fatigued. ‘You look dead’ is something our age group will often say to each other when we recognise someone is looking tired, so we liked that connection with being fatigued and how the zombie character could represent that.

“After doing Re:act we realised, especially driving to university and then to work, that people in our age group are frequently on the road fatigued, without even realising. We found we kept using our campaign tagline in our own lives – ‘guys, don’t drive dead if you’re feeling tired’ – so we started holding each other accountable, which is great because that’s what we wanted our campaign to do with the audience.”

Re:act founder Andrew Hardwick said: “The messaging of this campaign is so clever and resonates strongly with the young age group through the inspired use of zombies, which seems to be having a resurgence right now.

“Luckily, we were able to see the Swinburne students present just before lockdown so, after facing pandemic restrictions last year, it was fantastic to be able to sit in the same room with program partners and students and work together in a collaborative nature, which is a hallmark of Re:act.”

Noel Cook, oOh!media Chief Commercial & Operations Officer, added: “We look forward to working with the Swinburne students to reach young drivers across Australia with this important road safety message around the dangers of fatigue on our roads.

“Our team of creative specialists will provide consultancy and technical assistance to ensure that we deliver a powerful Out of Home campaign that leads to behavioural change among young people. Using our internal expertise and our extensive network of signs is a proven combination to save young lives when they get behind the wheel.”

Stephen Hehir, from Re:act program partner Australia Post, added: “With one of Australia's largest truck and other vehicle fleets, and a corporate cultural pillar for safety, Australia Post knows the importance of recognising, understanding and managing driver fatigue.

“The Swinburne Media/Communications students this year all demonstrated a ‘felt’ understanding of the driver fatigue issue and all delivered adept campaigns, evidenced by the challenge the adjudicators had in determining a winner. Congratulations to the team with the cut through message, 'Don’t Drive Dead', targeting an 18-25 age group.”

Visit reactforchange.com to learn more about the Re:act program.

An initiative of Hard Edge, the annual Re:act program challenges local higher education students to create a behaviour change campaign that raises awareness among 16-25 year old road users of a critical road safety issue where they are overrepresented.

A panel of university or TAFE, road and workplace safety, and industry partners selects the most compelling road safety campaign in each state, which is then developed and launched on university or TAFE campuses and oOh!media’s digital assets, including its landmark billboards.

Now in its sixth year, Re:act ran in 2020 in Melbourne with Swinburne, UTS in Sydney and, for the first time, Brisbane, through QUT. The program also expanded internationally into London, at University of the Arts London. In 2021, the Re:act program will once again run in each of those institutions and grow further in Australia, running in Perth for the first time with Curtin University as well as in TAFE campuses across Australia. There are further plans for international expansion into Europe, the United States and South America.

‘Revive before you drive’ – lockdown inspired road safety message selected as NSW Re:act 2021 campaign.

A humorous road safety campaign, inspired by the growth of ‘me time’ during COVID, is the selected Re:act campaign in New South Wales for 2021.

The ‘Revive before you drive. Don’t drive sleep deprived’ message was devised by University of Technology Sydney (UTS) student Matilda Martin to raise awareness among young drivers of drowsy driving.

Her campaign was created as part of the annual Re:act road safety behaviour change program, which challenges local university students to create a campaign that raises awareness among 18-25 year old road users of a critical road safety issue.

An initiative of Hard Edge and now in its sixth year, Re:act is running in 2021 in Australia with University of Technology Sydney, Swinburne University in Melbourne, Curtin University in Perth, and Queensland University of Technology. The Re:act program is also running overseas, through University of the Arts London.

Selected student campaigns from each university in Australia will be developed with Hard Edge and oOh!media for public execution via oOh!media’s extensive network of media assets including university campus, retail, street furniture and roadside billboards.

UTS student Matilda Martin said participating in the Re:act program had opened her eyes to fatigued driving as a road safety risk. Her approach to engaging her peers was to create a simple, humorous and relatable campaign that captured their attention.

“Re:act made me realise how big of an issue driving tired is,” she said. “It was a bit of a shock and I know I hadn’t really considered driving tired as a big road safety issue but I do now.

“Our campaigns had to appeal to our target market, which is also my demographic, so my approach was to try and think about what appeals to me. Through research, I discovered that humorous, short and uncomplicated campaigns were the most remembered and recognised.

“So I came up with my tagline, ‘Revive before you drive. Don’t drive sleep deprived’, and then I thought about how can I best showcase what I’m trying to say, which was to tell people to not get on the road if they’re tired.

“There has been a big push on the notion of self-care and ‘me time’, particularly during COVID, and that’s important for our demographic as well. I don’t think a lot of us actually rest, with such busy social lives, and take the time to focus on ourselves or how we feel before we get behind the wheel.”

Re:act Founder Andrew Hardwick said: “This was such a fresh campaign for road safety messaging. It was unique and eye catching and while obviously addressing a serious message, it cuts through with its light-hearted approach and simplicity to get across what we want young drivers to do before they get in the car, and that’s to make sure they are rested. A very memorable campaign that should have great retention with the audience.

“UTS has been outstanding in really committing to and working with React, and the strength of that relationship and the dedication of the lecturers is reflected in the sustained quality of great work from these young minds.”

Noel Cook, oOh!media Chief Commercial & Operations Officer, added: “We look forward to working with Matilda to reach young drivers across Australia with this important road safety message around the dangers of fatigue on our roads.

“Our team of creative specialists will provide consultancy and technical assistance to ensure that we deliver a powerful Out of Home campaign that leads to behavioural change among young people. Using our internal expertise and our extensive network of signs is a proven combination to save young lives when they get behind the wheel.”

Kate Hopman, Principal Road Safety and Regulatory Policy at Re:act partner IAG, added: “Re:act 2021 has continued to build on its strength of inspiring young people to start conversations about road safety.

“This year’s conversations have highlighted a growing awareness of a shared sense of responsibility for reducing road trauma. This is definitely one of the stand out achievements of the program.”

Visit reactforchange.com to learn more about the Re:act program.

An initiative of Hard Edge, the annual Re:act program challenges local higher education students to create a behaviour change campaign that raises awareness among 16-25 year old road users of a critical road safety issue where they are overrepresented.

A panel of university or TAFE, road and workplace safety, and industry partners selects the most compelling road safety campaign in each state, which is then developed and launched on university or TAFE campuses and oOh!media’s digital assets, including its landmark billboards.

Now in its sixth year, Re:act ran in 2020 in Melbourne with Swinburne, UTS in Sydney and, for the first time, Brisbane, through QUT. The program also expanded internationally into London, at University of the Arts London. In 2021, the Re:act program will once again run in each of those institutions and grow further in Australia, running in Perth for the first time with Curtin University as well as in TAFE campuses across Australia. There are further plans for international expansion into Europe, the United States and South America.

Student’s Re:act road safety campaign features on London billboards during UN Global Road Safety Week.

A road safety campaign created by a London College of Communication (LCC) student is featuring on two prominent London billboards this week, during UN Global Road Safety Week.

The ‘Eyes Up, Phones Down’ campaign was created by Reana Kerai, as part of the Re:act road safety behaviour change program, to highlight the road safety topic of distraction.

As part of Ocean Outdoor’s support of Re:act, the campaign is featuring on the A40 at Gypsy Corner, the first major junction out of West London, and at London’s premium shopping centre, Westfield London.

The annual Re:act program challenges university and college students to create a behaviour change campaign that raises awareness among 18-25 year old road users of a critical road safety issue where they are over-represented.

An initiative of creative behaviour change agency Hard Edge, Re:act expanded internationally in the past 12 months, running in London through LCC, with the support of industry partners, including FIA Foundation, Zurich and Transport for London. The Re:act ‘Distractions’ documentary was also produced as part of the focus on distraction.

Now in its sixth year, the Re:act program is also running in Australia in Melbourne with Swinburne University, Sydney at University of Technology Sydney, Queensland University of Technology in Brisbane, and Curtin University in Perth. There are plans for further international expansion into Europe, the United States and South America.

Andrew Hardwick, Re:act and Hard Edge Founder, said displaying the ‘Eyes Up, Phones Down’ campaign in public had been delayed because of the COVID-19 pandemic.

“It is fantastic that after the challenges of the past year, this Re:act London campaign has finally been launched, particularly at a time when attention turns to the importance of road safety,” he said.

“It is thanks to the generosity and support of Ocean Outdoor, and the continuing commitment of Re:act’s program partners, that this able to come to fruition.”

Reana Kerai was an LCC student participating in Re:act when she created the ‘Eyes Up’ campaign.

“I am so excited and grateful that my work is on billboards in London,” she said.

“It is amazing to see my campaign around London and hopefully this will bring more awareness to distraction on our roads and how important road safety really is.”

Ocean Outdoor Chief Revenue Officer Nick Shaw said: “Ocean’s screens are an important part of the fabric of the communities and cities where we operate.

“Road safety is an incredibly important issue and we are pleased to support this campaign, which will reach literally thousands of young people on the streets where it matters most. Congratulations to Reana and all the other students who took part in Re:act.”

FIA Foundation Media & Public Affairs Manager Kate Turner added: “The FIA Foundation is very pleased to support the Re:act program, which has engaged a creative cohort of students at LCC to consider the challenges of and solutions to the risks on London’s roads.

“Young people across the world are leading the call for safer streets, holding up a mirror to show decision makers and society that the status quo, where road injury is the leading cause of death from the ages of five to 29, is unacceptable.

“It is fitting the ‘Eyes Up’ campaign launches during UN Global Road Safety Week, to support the call to action to deliver streets for life.”

Visit reactforchange.com to learn more about the Re:act program.

Queensland strengthens ties with Re:act road safety program.

Queensland has strengthened its ties with the Re:act road safety behaviour change program, today becoming the third state to launch the new national Re:act TAFE program.

As part of Re:act TAFE, graphic design students at Queensland TAFE will be challenged to create a campaign that raises awareness among 16-24 year old road users of a critical road safety issue. This year’s Re:act topic nationally is fatigue.

Queensland TAFE is the third TAFE college to run the Re:act program, following North Metropolitan TAFE in Western Australia and Holmesglen in Victoria. Colleges in South Australia, Tasmania and New South Wales are expected to also run the Re:act program this year, making it a truly national program.

The TAFE students join advertising students from Queensland University of Technology (QUT) in participating in the program in the State. QUT ran the program for the first time in Queensland in 2020 and is planning to run the program again in the second half of this year.

Re:act TAFE Queensland program partners Department of Transport and Main Roads (TMR) and Workplace Health and Safety Queensland (WHSQ), along with the Hard Edge creative behaviour change agency, will provide feedback to students throughout development before selecting the most effective campaign.

The selected campaign is developed for public execution via media partner oOh!media’s digital assets, including on TAFE campuses and in regional areas.

Re:act and Hard Edge Founder Andrew Hardwick says participating Re:act TAFE students also conduct research with their peers to inform campaign messaging, generating valuable insights for road and workplace safety agencies on the type of messaging that engages a hard to reach audience.

“This target audience research with apprentices and other students allows the Re:act TAFE graphic design students to build on their own perspectives,” he said.

“Whether they’re an apprentice bricklayer up at 5am to get to work or a student working part-time in hospitality until 2am, drowsy driving is a significant safety risk.

“The commitment and support of program partners TMR and WHSQ along with the enthusiasm from Queensland TAFE to get this year’s program up and running with Hard Edge has been fantastic, demonstrating the commitment of Queensland’s road and workplace safety agencies to addressing road safety issues where young people are overrepresented.”

Visit reactforchange.com to learn more about the Re:act program.

An initiative of Hard Edge, the annual Re:act program challenges local higher education students to create a behaviour change campaign that raises awareness among 16-25 year old road users of a critical road safety issue where they are overrepresented.

A panel of university or TAFE, road and workplace safety, and industry partners selects the most compelling road safety campaign in each state, which is then developed and launched on university or TAFE campuses and oOh!media’s digital assets, including its landmark billboards.

Now in its sixth year, Re:act ran in 2020 in Melbourne with Swinburne, UTS in Sydney and, for the first time, Brisbane, through QUT. The program also expanded internationally into London, at University of the Arts London. In 2021, the Re:act program will once again run in each of those institutions and grow further in Australia, running in Perth for the first time with Curtin University as well as in TAFE campuses across Australia. There are further plans for international expansion into Europe, the United States and South America.

Re:act road safety program brings TAC and WorkSafe Victoria together to work with TAFE students.

The Re:act road safety behaviour change program continued its growth in the TAFE sector today, launching in Melbourne with Holmesglen TAFE.

Proven to raise awareness and change behaviour among young road users, Re:act has run in universities since 2016. Throughout 2021, Re:act is launching across TAFE colleges in Australia, focusing on a key road and workplace safety risk for young drivers: fatigue.

Holmesglen is the second TAFE college to run the Re:act program, following North Metropolitan TAFE in Western Australia. Colleges in Queensland, South Australia, Tasmania and New South Wales are expected to also run the Re:act program this year, making it a truly national program.

Re:act TAFE challenges graphic design students to create a campaign that raises awareness among 16-24 year old road users of a critical road safety issue. Local program partners, WorkSafe Victoria and the Transport Accident Commission (TAC) along with creative behaviour change agency Hard Edge, provide feedback to students throughout development before selecting the most effective campaign. The selected campaign is developed for public execution via media partner oOh!media’s digital assets, including on TAFE campuses and in regional areas.

Re:act and Hard Edge Founder Andrew Hardwick said giving young people a voice in road safety, and creating opportunities for positive peer-to-peer communication, had proven to be key strengths of the program.

“Involving TAFE students and apprentices is a critical next step in improving road and workplace safety for young people and we are delighted to see such a positive collaboration between Re:act, TAC and WorkSafe Victoria,” he said.

“As part of extending the Re:act program into TAFE, graphic design students will build on their own perspectives through research with apprentices and fellow students. Whether they’re a student working in hospitality until 2am or an apprentice plumber up at 5am, drowsy driving is a significant safety risk.

“This makes the insights Re:act uncovers about how to engage this hard-to-reach audience with safety messages incredibly valuable for our road and workplace safety agency partners.”

WorkSafe Executive Director of Health and Safety Julie Nielsen said fatigue increased the chances of workplace injuries and young people especially could be at risk.

“Research shows that young people may be more vulnerable to sleep loss, leading to increased levels of fatigue and placing them at greater risk of injury,” Ms Nielsen said.

“WorkSafe’s own research also shows young workers can be hesitant to speak up about safety issues and often lack experience and knowledge about their rights. Young workers, particularly those in precarious employment, may be willing to ignore health and safety concerns, including the signs of fatigue, if it means securing or keeping a job.

“Which is why WorkSafe is proud to join this awareness raising program and help young workers stay safe on the road.”

TAC Head of Road Safety Samantha Cockfield said the TAC was committed to providing young people with the tools to be safe drivers, and to educate them on how to avoid risks like fatigue.

“We know young people can be tired from work, study and busy social lives but it is critical that they identify the dangers and avoid driving drowsy because the outcomes can be tragic.

“Drowsy driving is a major factor in road trauma in Victoria and with young drivers already at a higher risk due to inexperience, programs like Re:act are so important in helping them identify and minimise their exposure to further risks.

“A safe journey always starts with a good sleep the night before and if you feel drowsy when behind the wheel, pull over and rest because it can take hold quickly and your body can’t fight sleep.”

Visit reactforchange.com to learn more about the Re:act program.

An initiative of Hard Edge, the annual Re:act program challenges local higher education students to create a behaviour change campaign that raises awareness among 16-25 year old road users of a critical road safety issue where they are overrepresented.

A panel of university or TAFE, road and workplace safety, and industry partners selects the most compelling road safety campaign in each state, which is then developed and launched on university or TAFE campuses and oOh!media’s digital assets, including its landmark billboards.

Now in its sixth year, Re:act ran in 2020 in Melbourne with Swinburne, UTS in Sydney and, for the first time, Brisbane, through QUT. The program also expanded internationally into London, at University of the Arts London. In 2021, the Re:act program will once again run in each of those institutions and grow further in Australia, running in Perth for the first time with Curtin University as well as in TAFE campuses across Australia. There are further plans for international expansion into Europe, the United States and South America.

Re:act returns to NSW, with a focus on fatigue among young drivers.

Following its ground breaking success in 2020 where it reached more than 5 million Australian road users, the Re:act road safety behaviour change program returns to New South Wales today to tackle a key road safety risk for young drivers: fatigue.

The 2021 program is the third consecutive year Re:act will run at University of Technology Sydney. It is also running this year in Australia at Swinburne University in Melbourne, Queensland University of Technology, at Curtin University in Perth for the first time, and internationally through University of the Arts London.

Re:act challenges local university students to create a campaign that raises awareness among 18-25 year old road users of a critical road safety issue. Selected student campaigns from each university will be developed for public execution via media partner oOh!media’s extensive network including roadside billboards, retail, street furniture and university campus screens.

“The Re:act program is a really innovative way of driving behaviour change on the road,” said Liz Waller, National Road Safety Specialist at program partner Transurban.

“We know that young people are over-represented in road trauma statistics,” she said. “So having students design campaigns that resonate with their peers is a powerful way of reaching this audience.”

Re:act Founder Andrew Hardwick said the 2021 Re:act topic was fatigue. While fatigue is a safety issue for all road users, younger drivers are much more likely to report driving while fatigued.

“The continued support Re:act has received from University of Technology Sydney and our program partners in New South Wales is a strong vote of confidence in the effectiveness of Re:act,” he said.

“Each year, we uncover valuable insights into young people’s thinking around road safety, and we see changes in awareness that translate into behaviour change and young people making safer choices on our roads.”

Visit reactforchange.com to learn more about the Re:act program.

An initiative of Hard Edge, the annual Re:act program challenges local higher education students to create a behaviour change campaign that raises awareness among 16-25 year old road users of a critical road safety issue where they are overrepresented.

A panel of university or TAFE, road and workplace safety, and industry partners selects the most compelling road safety campaign in each state, which is then developed and launched on university or TAFE campuses and oOh!media’s digital assets, including its landmark billboards.

Now in its sixth year, Re:act ran in 2020 in Melbourne with Swinburne, UTS in Sydney and, for the first time, Brisbane, through QUT. The program also expanded internationally into London, at University of the Arts London. In 2021, the Re:act program will once again run in each of those institutions and grow further in Australia, running in Perth for the first time with Curtin University as well as in TAFE campuses across Australia. There are further plans for international expansion into Europe, the United States and South America.

Re:act launches in WA to reduce road trauma among young Australians.

The Re:act road safety behaviour change program has taken a major step to becoming a truly national program, with the initiative launching in WA at Curtin University today.

Now in its sixth year, Re:act challenges local university students to create a campaign that raises awareness among 18-25 year old road users of a critical road safety issue. Selected student campaigns are developed for public execution via oOh!media’s extensive network including roadside billboards, retail, street furniture and university campus screens.

The Re:act 2021 topic is drowsy driving.

The Re:act program is again running in 2021 at Swinburne University in Melbourne, University of Technology in Sydney and Queensland University of Technology, as well as overseas through University of the Arts London.

Re:act is also running in the TAFE sector this year, launching with graphic design students at North Metropolitan TAFE in Perth today, with TAFE campuses across Australia to run the program from next month. Re:act TAFE involves apprentices and their employers to extend the focus of Re:act to also include workplace safety.

Re:act founder Andrew Hardwick said the growth of the program to a national level demonstrated the value of its objectives: to give young Australians a voice in road safety, and to utilise peer-to-peer communication to engage young road users with safety messages. It was also testament to the sustained commitment of the higher education sector and government, industry, and road and workplace safety agency partners.

“Re:act demonstrates the potential for behaviour change through addressing the gap in young road users’ awareness of road safety risks by educating and engaging them with safety messages developed by their peers,” Andrew Hardwick said.

“With the program growing to include hundreds of university and TAFE students across almost all Australian states, Re:act is set to build on 2021’s unprecedented results where more than 5 million Australians witnessed road safety campaigns produced by participating students on oOh!media assets.”

Daniel Santos, from national program partner Telstra, said the organisation has been a major supporter “of this very important behaviour change program”.

“It has been very encouraging to see the positive mindset shift and passion shown by the students actively involved in the Re:act program, as it is very important that we take these young people on the road safety journey,” he added.

“One of Telstra’s core values is ‘show you care’ and safety is paramount for our workers and members of the public as we have a high volume of operational vehicles interacting on public roadways. Driver and vehicle safety has a high focus in Telstra, and Telstra uses Re:act program resources to increase road safety awareness across the business.

“Telstra supports the tireless work of Re:act in the ongoing improvement of road safety for young drivers. There is a significant opportunity to grow the program and engage with students nationally as they move from being pedestrians or cyclists to driving vehicles.”

Visit reactforchange.com to learn more about the Re:act program.

An initiative of Hard Edge, the annual Re:act program challenges local higher education students to create a behaviour change campaign that raises awareness among 16-25 year old road users of a critical road safety issue where they are overrepresented.

A panel of university or TAFE, road and workplace safety, and industry partners selects the most compelling road safety campaign in each state, which is then developed and launched on university or TAFE campuses and oOh!media’s digital assets, including its landmark billboards.

Now in its sixth year, Re:act ran in 2020 in Melbourne with Swinburne, UTS in Sydney and, for the first time, Brisbane, through QUT. The program also expanded internationally into London, at University of the Arts London. In 2021, the Re:act program will once again run in each of those institutions and grow further in Australia, running in Perth for the first time with Curtin University as well as in TAFE campuses across Australia. There are further plans for international expansion into Europe, the United States and South America.

Road safety behaviour change program grows to include TAFE students, apprentices – and workplace safety.

The Re:act road safety behaviour change program launched in the TAFE sector today, at the Perth campus of North Metropolitan TAFE, to include TAFE students and apprentices.

Proven to raise awareness and change behaviour among young road users, Re:act has run in universities since 2016 and is now also launching nationally in the TAFE system in Australia throughout 2021, focusing on a key road and workplace safety risk for young drivers: fatigue.

Re:act TAFE challenges local graphic design students to create a campaign that raises awareness among 16-24 year old road users of a critical road safety issue.

Program partners WorkSafe WA and the Road Safety Commission of WA, along with Hard Edge behaviour change agency, provide feedback to students throughout development before selecting the most effective campaign. The selected campaign is developed for public execution via media partner oOh!media’s digital assets, including on campuses and in regional areas.

“Re:act gives young people a voice in road safety, and the peer-to-peer communication it fosters has proven to be a critical strength of the program,” Re:act and Hard Edge Founder Andrew Hardwick said.

“As part of extending the program into TAFE, graphic design students will build on their own perspectives through research with apprentices. Whether they are an apprentice bricklayer up at 4am or a student working part-time in hospitality until 2am, fatigue is a significant safety risk for both groups, particularly when combined with busy social lives.

“This makes the insights Re:act uncovers about how to engage this hard to reach audience incredibly valuable in informing the strategies road and workplace safety agencies collaborating with Re:act implement to improve safety for young people, particular where road and workplace safety intersect.”

Road Safety Commissioner of Western Australia Adrian Warner said he was delighted more students would have the opportunity to be involved in Re:act.

“The Road Safety Commission is thrilled to support Re:act as it expands this fantastic program into TAFE campuses in WA,” he said.

“Young people continue to be overrepresented in the number of fatalities and serious injuries on our roads, which makes the Re:act program such an important initiative.

“Putting the power in the hands of our young people to develop unique and engaging road safety content is a brilliant way to draw attention and awareness to this issue and I can’t wait to see the outcomes.”

Visit reactforchange.com to learn more about the Re:act program.

An initiative of Hard Edge, the annual Re:act program challenges local higher education students to create a behaviour change campaign that raises awareness among 16-25 year old road users of a critical road safety issue where they are overrepresented.

A panel of university or TAFE, road and workplace safety, and industry partners selects the most compelling road safety campaign in each state, which is then developed and launched on university or TAFE campuses and oOh!media’s digital assets, including its landmark billboards.

Now in its sixth year, Re:act ran in 2020 in Melbourne with Swinburne, UTS in Sydney and, for the first time, Brisbane, through QUT. The program also expanded internationally into London, at University of the Arts London. In 2021, the Re:act program will once again run in each of those institutions and grow further in Australia, running in Perth for the first time with Curtin University as well as in TAFE campuses across Australia. There are further plans for international expansion into Europe, the United States and South America.

Re:act returns, with a focus on fatigue among young drivers.

Following its ground breaking success in 2020, the Re:act road safety behaviour change program returns in 2021 to tackle a key road safety risk for young drivers: fatigue.

The 2021 program launched today at Swinburne University in Melbourne. It will also run at Curtin University in Perth later this month, University of Technology in Sydney in April, and Queensland University of Technology later in the year. The Re:act 2021 program is already underway overseas, through University of the Arts London.

Now in its sixth year, Re:act challenges local university students to create a campaign that raises awareness among 18-25 year old road users of a critical road safety issue. In 2021, it will also expand into the TAFE sector as part of graphic design courses for TAFE students around Australia.

Selected student campaigns from each university will be developed with Hard Edge and oOh!media for public execution via oOh!media’s extensive network including roadside billboards, retail, street furniture and university campus screens.

Re:act founder Andrew Hardwick said although fatigue was a safety issue for all road users, it was chosen as the 2021 Re:act topic because younger drivers are much more likely to report driving while fatigued.

“The 2021 Re:act program will build on last year’s unprecedented results, where the commitment of students and universities, program partners and media partner oOh!media resulted in more than 5 million Australians seeing road safety campaigns produced by participating students,” Andrew said.

“Judging by the quality of the road safety messaging in previous years, we can once again look forward to creative and innovative thinking from Re:act students to drive awareness and behaviour change around another important road safety issue for young road users.”

Noel Cook, oOh!media Chief Commercial & Operations Officer, added: “Out of Home is a very powerful medium for delivering important public safety messages, which is why we’re pleased to be partnering with Re:act once again to help young drivers stay alert and healthy on our roads.

“The Re:act program reflects our commitment to road safety and is a great catalyst for behaviour change. It also supports the next generation of designers and marketers as they learn about the extensive reach of outdoor advertising, as well as the social and commercial benefits it delivers.”

Visit reactforchange.com to learn more about the Re:act program.

Global launch for Re:act documentary

A new documentary, to be launched via a global livestream on Thursday during Australia’s National Road Safety Week, reveals the road safety messages that resonate with young audiences and change their behaviours on our roads.

Entitled ‘Distractions’, the 35-minute documentary follows students from participating universities through the Re:act road safety behaviour change program. Re:act challenges university students to create campaigns that target road safety risks prevalent in their 18-25 year old peers.

In its fifth year in 2020, Re:act ran in Sydney at University of Technology Sydney, Swinburne University in Melbourne and, for the first time, in Brisbane at Queensland University of Technology. It also expanded internationally to the University of the Arts London. The 2020 road safety topic was distraction.

Re:act is supported by the Australian Government through the Road Safety Awareness and Enablers Fund. National Road Safety Week is also supporting the documentary launch by including it in its program of events.

Re:act founder Andrew Hardwick says the Re:act documentary focuses on one student from each of the four participating universities to show how the Re:act journey raises awareness and changes behaviour in young people.

‘Distractions’ also features interviews with Re:act program partners, including lecturers at participating universities as well as government and industry partners.

“The documentary is another significant milestone for Re:act in 2020, and it is the first time we’ve been able to produce a full length documentary to highlight students, their work and insights into how young audiences view road safety,” Andrew Hardwick said.

“The concept was to follow students from the start of the program, through their research and incorporating partner feedback into their final campaigns, to demonstrate how Re:act can increase awareness and lead to changes in young road users’ awareness and behaviours.

“The documentary reveals the insightful and creative thinking of young minds on how to communicate key road safety messaging and develop campaigns for their peer group and how to engage a hard-to-reach audience with road safety.”

In a video message recorded for the launch of the documentary, Federal Minister for Transport and Infrastructure Michael McCormack commended the Re:act program.

“This Re:act documentary gives us insight into the kind of road safety campaigns which reach out to young Australians and help keep them, and all of us, safer on and around our roads,” the Deputy Prime Minister said.

Click here to register for the global livestream of ‘Distractions’ at 6pm AEDT [Australian Eastern Daylight Time] on Thursday 19 November 2020.

Re:act surpasses its BHAG

In unprecedented times in 2020, the Re:act road safety behaviour change program has achieved unprecedented results.

Re:act road safety campaigns, created by communication design and advertising students in Melbourne, Sydney and Brisbane, reached an audience of more than 5 million Australians this year across roadside, retail, universities, and venues.

The program’s success in reaching such a large audience, in just its fifth year, is testament to the unwavering commitment of Re:act media partner, oOh!media.

Re:act challenges university students to create campaigns that target road safety risks prevalent in their 18-25 year old peers, a group over-represented in road trauma. In 2020, selected ‘distraction’ campaigns in Melbourne, Sydney and Brisbane were developed for public display across 660 oOh!media billboards in the three cities to a media value of almost $1.4 million.

Re:act founder Andrew Hardwick confirmed road safety remained an important issue in 2020 despite restrictions on movement. In fact, the lockdowns presented challenging road safety behaviours coupled with the risks of less frequent interaction as we returned to the roads after an enforced break.

Launch of the Melbourne campaign was delayed due to restrictions, with Re:act and oOh!media waiting until numbers on our roads and in retail spaces returned to 80 per cent of capacity.

Federal Minister for Transport and Infrastructure Michael McCormack also conveyed his congratulations on the 5 million milestone, as well as offering his support for the Re:act documentary scheduled for launch in National Road Safety Week. The Australian Government supports Re:act through its Road Safety Awareness and Enablers Fund.

“Reaching 5.2 million Australians with road safety messages is a fantastic result and one that far exceeded our expectations for this year of 500,000,” Andrew Hardwick said.

“We have been overwhelmed by the support of oOh!media, who have really driven this result. Such tremendous support puts the program in good stead for further expansion next year, and we can’t wait to see what we can achieve in driving positive behaviours on our roads in 2021.”

Noel Cook, oOh!media’s Chief Commercial & Operations Officer, said it was great to use the company’s personnel, skills and extensive network of billboards and other assets for such an important campaign.

“Road safety is critical, especially for younger drivers, and we wanted to promote these creative campaigns far and wide to support the outstanding work done by these students and the Re:act team,” he said.

“As well as running the campaign, our specialists were heavily involved throughout the project – from creative consultancy and technical assistance to audience measurement and government engagement.

“It all forms part of our wider commitment in this area, as we work closely with governments and authorities to invest in research and make roads safer.”

For more information on Re:act, including the campaigns activated in Melbourne, Sydney and Brisbane in 2020, visit reactforchange.com.

‘Killer’ Re:act Road Safety student campaign launches in Sydney with oOh!media

An inspired road safety campaign using the double meaning of ‘killer’, created by a University of Technology Sydney student as part of the Re:act behaviour change program, is appearing across digital billboards and displays in cafés, venues and retail centres from today, with oOh!media.

A landmark site on Parramatta Road in Leichardt is among the 331 digital assets the ‘Make your playlist killer. Not a killer on our roads’ message will appear on across Sydney.

The campaign will also appear on retail and educational sites across regional New South Wales, including a prominent site on Gordon Street in Port Macquarie.

Sydney is the second Australian city to launch a Re:act 2020 campaign. The Brisbane campaign was launched by Queensland Transport and Main Roads Minister Mark Bailey in mid-August, with the Melbourne campaign to follow in the coming weeks.

In an unprecedented event, Re:act media partner oOh!media is launching Re:act campaigns, which target the common road safety risk of distraction, and in particular vulnerable road users, across more than 850 sites through a partnership that exceeds $650 000 in value, in Brisbane, Sydney and Melbourne.

The Re:act road safety campaigns have been created by communication design students at University of Technology Sydney and Swinburne University in Melbourne and advertising students at Queensland University of Technology.

The prominent campaign executions are the result of a partnership between Re:act, a road safety initiative of creative behaviour change agency Hard Edge, and out of home advertising company oOh!media.

University of Technology Sydney student Ella Mander-Jones worked with Hard Edge to bring her ‘Killer Playlist’ campaign to life, with oOh!media working directly with Ella to refine the campaign for digital distribution.

“Ella did an amazing job in using popular culture references, that resonate with the young target audience, to communicate a serious road safety message about the risks of being distracted on our roads,” Hard Edge Managing Director Andrew Hardwick said.

“Young road users are over-represented in trauma statistics. Re:act’s vision is to give them a voice so they can influence their own age group. It’s so inspiring to see the insightful creativity Ella and her peers have come up with.

“oOh!media’s support for Re:act this year has been incredible, in spite of the challenges we have faced. They have been a fantastic partner and contributor to the program and continue to enthusiastically support its objective of making our roads safer for all users.”

Noel Cook, oOh!media’s Chief Commercial & Operations Officer, said the company was proud to be supporting such an important campaign, as well as the students themselves.

“Road safety initiatives like these save lives, and we are utilising a wide range of valuable assets to take these messages to the public and spread the word to young drivers,” he said. “The students have displayed outstanding creativity in coming up with their campaigns, and our team has enjoyed working with them to develop their ideas and see them realised across prominent digital billboards and screens.

“This initiative and our ongoing support for Re:act is part of the our broader approach to road safety, working in conjunction with the Outdoor Media Association to invest in research and make Australian roads safer.”

Andrew Hardwick says the vision for Re:act is to bring young people together with government and industry to give them a real-world experience but also activate their road safety campaigns in public to change the behaviour of road users. The oOh!media partnership is enabling this vision to become a reality.

Hard Edge continues to grow the Re:act program and this is another step towards the national model of Re:act, where one selected student campaign will run nationally across Australia.

Students behind the selected campaigns in each city have also developed an online and social media presence to support the outdoor campaigns. Ella Mander-Jones’ Sydney campaign will utilise the playitsafensw.com website and Instagram page.

To find out more about Re:act and view the selected 2020 campaigns, visit reactforchange.com

Re:act Road Safety student campaign launches in Brisbane with oOh!media

An attention-grabbing and thought provoking road safety campaign, created by Queensland University of Technology students as part of the Re:act behaviour change program, is appearing across digital billboards and displays in cafés, venues, retail centres, and universities with oOh!media.

The Re:act Brisbane campaign was launched today [NOTE: 17 AUGUST] by Queensland Transport and Main Roads Minister Mark Bailey. Locally developed Re:act campaigns are also expected to be launched in Melbourne and Sydney, as well as in regional locations as part of August being Rural Road Safety Month, in coming weeks.

In an unprecedented event, Re:act media partner oOh!media is launching Re:act campaigns, which target the common road safety risk of distraction, and in particular vulnerable road users, across more than 850 sites through a partnership that exceeds $650 000 in value, in Brisbane, Sydney and Melbourne. The Re:act road safety campaigns have been created by advertising students at Queensland University of Technology and communication design students at Swinburne University in Melbourne and University of Technology Sydney.

The prominent campaign executions are the result of a partnership between out of home advertising company oOh!media and Re:act, a road safety initiative of creative behaviour change agency Hard Edge. “Hard Edge has worked with the students to refine and bring their campaigns to life, and oOh!media worked directly with students to prepare their campaigns for digital distribution,” Hard Edge Managing Director Andrew Hardwick said.

“The thinking, approach, and creativity of young people is fresh and insightful. They have an incredible contribution to make and their voices should be heard. They are the future on our roads and, unfortunately, overrepresented in many road safety statistics.

“oOh!media has been a fantastic partner and contributor to the Re:act program and their team continues to enthusiastically support the program and its objective of making our roads safer for all users.” Noel Cook, oOh!media’s Chief Commercial & Operations Officer, said the company was proud to be supporting such an important campaign, as well as the students themselves.

“Road safety initiatives like these save lives, and we are utilising a wide range of valuable assets to take these messages to the public and spread the word to young drivers,” he said. “The students have displayed outstanding creativity in coming up with their campaigns, and our team has enjoyed working with them to develop their ideas and see them realised across prominent digital billboards and screens. “This initiative and our ongoing support for Re:act is part of the our broader approach to road safety, working in conjunction with the Outdoor Media Association to invest in research and make Australian roads safer.”

Andrew Hardwick says the vision for Re:act is to bring young people together with government and industry to give them a real-world experience but also activate their road safety campaigns in public to change the behaviour of road users. The oOh!media partnership is enabling this vision to become a reality. Hard Edge continues to grow the Re:act program and this is another step towards the national model of Re:act, where one selected student campaign will run nationally across Australia.

Students behind the selected campaigns in each city have also developed an online and social media presence to support the outdoor campaigns. To find out more about the Brisbane campaign, visit the ‘Where’s your sense?’ Facebook page.

To find out more about Re:act and view the selected 2020 campaigns, visit reactforchange.com

“Killer Playlist” tunes young road users

The inspired use of language to create a road safety message that resonates with young road users is the selected Sydney campaign in the annual Re:act behaviour change program.

Devised by a University of Technology Sydney (UTS) student, ‘Killer Playlist’ leverages the double meaning of ‘killer’ – a positive term among the target audience that means something very different on our roads – to highlight the road safety topic of distraction, a major challenge for all young road users, including drivers, pedestrians and cyclists.

The annual Re:act program challenges university students to create a behaviour change campaign that raises awareness among 18-25 year old road users of a critical road safety issue where they are overrepresented. The Re:act 2020 topic is distraction.

An initiative of creative behaviour change agency Hard Edge, Re:act, now in its fifth year, is running in 2020 in Sydney with UTS, Melbourne with Swinburne University and, for the first time, Brisbane, through QUT. The program has also expanded internationally this year into London, at University of the Arts London.

Devised by Ella Mander-Jones, the selected campaign for Re:act 2020 in Sydney drew the young audience in before delivering a strong and clear message focused on music as a distraction on our roads: ‘Make your playlist killer. Not a killer on our roads.’

Campaigns rounding out the top three in Sydney, ‘Here’s To You’ and ‘Focus. For Us’, were informed by research showing the target audience understood the risk of distraction but found it hard to ‘break the habit’. Both campaigns took a positive approach, highlighting and celebrating young road users exhibiting the desired behaviours.

Re:act founder and CEO Andrew Hardwick said the standard of students’ campaigns for Sydney 2020 was exceptional. The quality of campaigns was also praised by Re:act industry partners, who in Sydney included Transport for NSW, Telstra, IAG and Transurban. Partners were ‘amazed by the students’ ability to think outside the box’ and described their creative thinking as ‘on a par’ with professional road safety communicators.

Feedback from program partners also reinforced the importance of Re:act’s ability to give students a ‘real-world’ experience, and to increase awareness and create road safety advocates among a group of road users over-represented in road trauma but hard to engage with road safety messages.

With funding from the Re:act program, the students behind each selected campaign will work with the support of Hard Edge to launch their campaigns on their respective university campuses. Re:act media partner, oOh!media, is providing amazing support this year and will run the campaigns in each of the three Australian cities across hundreds of their digital assets, including its landmark billboards.

“The research, ideas and creativity the UTS students produced were exceptional, an achievement made even more impressive given the challenges of working in isolation. The insights the students uncovered, and the language they used to incorporate those into their campaigns, stood out for me. The selected ‘Killer Playlist’ campaign reflected that, with its clever use of language resonating and engaging the target audience with a relevant road safety message. It’s so encouraging to see universities involved in Re:act year-on-year building on a strong foundation and incorporating insights that make the program stronger every year. The proof is in the standard of work produced, with students’ creative outputs consistently comparable to what you would expect from an agency.”

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Andrew Hardwick
Re:act Founder and Hard Edge Managing Director

Sydney 2020 campaigns – top three

‘Killer Playlist’ Ella Mander-Jones



“I wanted to create something different than what I had seen before, and that was on trend for a young target audience. Everyone listens to music, and people around my age are very much into their playlists – there’s a lot of pride linked to making a good one. Then I was looking at statistics around deaths on the road and thinking about the kind of language people my age use, and ‘killer’ has a negative connotation but can also be awesome, like a ‘killer’ playlist, so linking the two and drawing people in without them knowing off the mark that you’re talking about road safety. I thought Re:act was really good because there wouldn’t be any chance for a junior designer to work on a live brief, especially at university. I feel like I learned a lot, on top of the design, about working with a group of professionals to create a campaign that people outside of you and your tutor find captivating. I definitely recommend people do Re:act if they have the chance.”

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Ella Mander-Jones
Student who worked on selected campaign

‘Here’s To You’ Max Stephens

‘Focus. For Us’ Tinik Chiu

For more information on Re:act visit reactforchange.com

‘Eyes up, phones down’ is inaugural Re:act London campaign

A simple road safety message, delivered clearly and at the crucial moment, has been selected in London’s first annual Re:act behaviour change program.

Devised by a University of the Arts London student, the selected London campaign for Re:act 2020, ‘#EyesUpPhonesDown’, highlights the road safety topic of distraction, a major challenge for all young road users, including drivers, pedestrians and cyclists.

The annual Re:act program challenges university students to create a behaviour change campaign that raises awareness among 18-25 year old road users of a critical road safety issue where they are over-represented. The Re:act 2020 topic is distraction.

An initiative of creative behaviour change agency Hard Edge, Re:act, now in its fifth year, expanded internationally in 2020, running in London through University of the Arts London (UAL), and with the support of industry partners FIA Foundation, PepsiCo International, Zurich and Transport for London.

The program has also run in Australia this year in Melbourne with Swinburne University, Sydney at University of Technology Sydney, and Queensland University of Technology in Brisbane. Further national and international expansion is planned for 2021.

The selected campaign for Re:act 2020 in London, ‘#EyesUpPhonesDown’, was created by UAL student Reana Kerai. Aimed at the vulnerable road user group of pedestrians, it used clear messaging and eye-catching animation to remind young people to look up from their mobile phone and be aware of their surroundings.

Campaigns rounding out the top four in London showed the diverse approaches students took. The ‘Stay Focused’ campaign highlighted many of the distractions we face in our busy lives, ‘Stay Grounded’ focused on headphones as a distraction for pedestrians, and ‘Danger In Mind’ used humour to convey a serious message.

Re:act founder and CEO Andrew Hardwick commended UAL students on the standard of campaigns they produced. The quality and creativity of the campaigns was also praised by Re:act industry partners, who were ‘absolutely blown away’ by the students’ work, describing it as ‘inventive’, ‘original’, ‘striking’ and ‘compelling’.

Feedback from program partners also reinforced the importance of Re:act’s ability to give students a ‘real world’ experience and to increase road safety awareness among a group of road users over-represented in road trauma, particularly around a topic personally relevant to them.

With funding from the Re:act program, the students behind each selected campaign will work with the support of Hard Edge to launch their campaigns on their respective university campuses.

“Expanding Re:act internationally in 2020 was a satisfying and important step for a program that has been recognised in Australia for its ability to increase awareness and drive behaviour change among young road users. The commitment of University of the Arts London and our inaugural industry partners was instrumental in Re:act expanding into the UK, and the way they engaged with the program was a key factor in driving students to produce exceptional work. The selected campaign, which delivered a simple behaviour change message in a succinct and striking way, reflected the high standard of work produced. With such positive outcomes, and overwhelmingly favourable feedback from university and industry partners, we intend to run Re:act in the UK again in 2021, and further expand the program internationally.”

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Andrew Hardwick
Re:act Founder and Hard Edge Managing Director

London 2020 campaigns – top four

‘Eyes Up, Phones Down’ Reana Kerai



“Through my research, I found pedestrians were the most vulnerable road users and there weren’t as many campaigns aimed at pedestrians compared to drivers, so I thought it would be a good idea to target pedestrians. I based my campaign around the #EyesUpPhonesDown hashtag. It was aimed at people aged 18-25, so within my own age range, to look up instead of down at their mobile phones while crossing the road and to be more aware of their surroundings. I thought Re:act was great. I found it quite hard at the beginning but this is one of the best projects I have done for university. I didn’t think I could create something like this, particularly with the different types of media I was able to produce, but the Re:act program allowed me to do that.”

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Reana Kerai
Student who worked on selected campaign

‘Danger In Mind’ Rita Oom

‘Stay Focused’ Sue Heeyeon An

‘Stay Grounded’ Nathalie Ryan

For more information on Re:act visit reactforchange.com