Re:act is an initiative of Hard Edge
Re:act 2020 road safety campaigns shine
—
Four striking and innovative road safety campaigns, developed by university students to change behaviour among their peers, were selected as part of Re:act 2020, despite the unforeseen challenges of a global pandemic.
Re:act is a road safety behaviour change program that challenges communication design and advertising students to create targeted education campaigns aimed at young roads users. The Re:act 2020 topic was distraction.
In its fifth year, Re:act 2020 started strongly, expanding internationally by launching in London at the start of the year. Then the pandemic halted travel and restricted face-to-face sessions. However, the program adapted, with students connecting with each other, lecturers and industry partners online.
Despite the challenges, students produced outstanding campaigns. The four selected by industry panels were: ‘Killer playlist’ (Sydney), ‘You miss a lot when you’re distracted’ (Melbourne), ‘Where’s your sense?’ (Brisbane) and ‘Eyes up, phones down’ (London). University and industry partner feedback praised the high standard of work produced and participating students also had a positive experience, with 93 per cent saying they would recommend the program.
Re:act continues to go from strength to strength. The three Australian campaigns will be executed in their home capital cities across hundreds of digital billboards, through a partnership with oOh!media; a program documentary is expected to be released in late 2020; and further expansion across Australia and internationally is planned for 2021.
Visit reactforchange.com to find out more about Re:act or see the 2020 campaigns.
