Re:act and oOh!media enlist students to create road safety campaign
Road safety behaviour change program Re:act has launched an out-of-home (OOH) campaign with media partner oOh!media, designed by communication and graphic design university students.
The campaign aims to take a new approach to encouraging young Australian drivers to choose safer speeds on roads.
Now in its eighth year, more than 1,000 Australian students have completed the Re:act program, which has raised awareness and changed behaviours across a number of topics.
CEO and founder of Re:act, Andrew Hardwick, said the topic was a challenging brief for students this year.
“We asked them to create campaigns that went beyond a traditional ‘slow down’ message, educating drivers that speed limits are set for the safety of all road users and should be adhered to, and that road and weather conditions need to be considered when choosing your speed,” he said.
“The Re:act program is a unique collaboration. Without the commitment of Universities and TAFEs, industry, government, and our media partner, this critical experience of the students and the vision of the broader public seeing and being influenced by the thoughts and ideas of young minds would just not be possible,” Harwick added.
Michael Cali, group director – road, street and rail at oOh!media, said: “As the largest out-of-home company in Australia, we’re proud to play our part in promoting road safety campaigns across our network.
“Re:act in particular, where upcoming students utilise their skills to talk to and inform their peer groups about the importance of road safety, is such a meaningful initiative on a number of levels, not least reaching a cohort of young, less experienced drivers to reduce risk and therefore potential harm whilst on our roads.”
Liz Waller, head of road safety for Transurban, who has been supporting the Re:act program since it began in 2016, added: “We know that young people are over-represented in road trauma statistics, and that’s why the Re:act program is so important – students have the opportunity to create campaigns that resonate with their peers and ultimately change behaviour.”
The campaigns will run across Melbourne, Sydney, Brisbane, Perth and Adelaide in August and September.
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Lauren McNamara is a reporter at Mumbrella. She joined in November 2022 as editorial assistant, having completed a Bachelor of Communications (Journalism) at the University of Technology, Sydney.
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