Re:act is an initiative of Hard Edge
Re:act behaviour change program
—
Brand identity development
Communication strategy
Copywriting
Digital design and build
Graphic design
Production management
—
Founded by Hard Edge, Re:act gives university students the opportunity to engage with industry on a road safety issue where 18-25 year olds are over-represented and develop a behavioural change campaign that will positively influence the communities they live in.
The Re:act brand was designed to look and feel progressive and, at the same time, educational. Our approach was to create a memorable dynamic logo, minimal colour palette and a tone of voice that appealed to the target audience. University, industry and government partners needed to feel they were participating in a progressive road safety youth program that changes behaviour, creates awareness and engagement, and educates a younger audience and future road users. It was critical participating university students had a sense of working on a ‘real-life’ campaign and being given a voice, as the future of our roads. The Re:act brand is positioned as a proven thought leader for industry and government bodies, empowering youth to share and develop their ideas with road safety professionals to reduce road trauma, locally and globally.
Re:act is run in partnership with Australian and overseas universities and is supported by several leading industry and government partners, including Australia Post, CarrsQ, Department of Transport & Main Roads Queensland, FIA Foundation, IAG, National Road Safety Partnership Program, Pepsi, RACV, Rio Tinto, Telstra, Transport Accident Commission, Transport for NSW Centre for Road Safety, Transport for London, Transurban, VicRoads, and Zurich. The Re:act brand, recently updated to reflect significant growth in the past 18 months, needed to reflect this wide-ranging, high-level support.
