Road safety behaviour change campaigns, created by local university students to educate young drivers about the risks of driving fatigued, launched nationally across Australia this morning.
The campaigns are now featuring across digital assets in metropolitan and regional Victoria, New South Wales,
Queensland and Western Australia, and will run for the next two weeks on roadside billboards, retail, campus
and venue assets as well as online.
The campaigns were devised by university design communication and advertising students as part of the Re:act road safety behaviour change program.
Re:act challenges university students to create a campaign that raises awareness among 18-25 year old
road users of a critical road safety issue for their age group. The selected campaign is then developed for public
execution via Re:act’s media partner oOh!media’s national digital assets network.
Re:act had a national presence in 2021 at Swinburne University in Melbourne, University of Technology Sydney, Queensland University of Technology in Brisbane, and Curtin University in Perth.
The program also ran at Melbourne’s Holmesglen TAFE, TAFE NSW Design Centre Enmore, Queensland TAFE on the Gold Coast, and Perth’s North Metropolitan TAFE.
“It’s fantastic that after a challenging year for all we can launch the selected student campaigns nationally
today, especially as we go into such a high-risk time of year on our roads,” said Re:act founder, Andrew
Hardwick.
“The support from all Re:act partners this year has been unwavering. The support and commitment
oOh!media has shown, not only to the Re:act program but also all road users by running the campaigns in
their peak time of year after coming out of lockdown, is particularly amazing.
“These kind of road safety partnerships, which bring government and industry together with young road
users, are critical in engaging young target audiences with road safety and reducing road trauma.”
Noel Cook, oOh!media’s chief commercial and operations officer, added, “With domestic travel back in full
swing and Aussies predicted to be on our roads in record numbers this Summer, our ongoing partnership
with Re:act is vital.
“Ensuring road safety messages are cutting through with our most vulnerable audience group, younger
drivers, the students have done an exceptional job creating a targeted campaign that highlights the
dangers of fatigue.
“oOh! is proud to support these campaigns across our network to keep everyone safe on our roads,
especially in the lead up to Christmas.”
