Australian student’s powerful road safety campaign targeting young drivers goes live in Sydney

September 11, 2020

A powerful new road safety campaign by a talented University of Technology Sydney student has gone live across oOh!media billboards and digital signage in Sydney.

The campaign is the result of behaviour change program Re:act, which challenges university students to come up with ideas to raise road safety awareness among adults aged 18 to 25 – a demographic almost twice as likely to be killed in a traffic accident than their parents, according to new data from Australian Roads.

Re:act has partnered with oOh!media to run campaigns across three cities on oOh!’s roadside digital billboards, with Sydney now going live after a recent Brisbane launch, and Melbourne to follow at a later date.

The creative will also appear on digital displays in retail, higher education and social venues. Provided at no cost, the total media value for all three campaigns is over $850,000, marking a significant contribution to spreading the safety messaging to the wider public.

The Re:act program is an initiative of creative behaviour change agency Hard Edge. In 2020 it ran at University of Technology Sydney, Swinburne University in Melbourne and, for the first time, Queensland University of Technology in Brisbane. It also expanded internationally to the University of the Arts London.

UTS student Ella Mander-Jones was chosen for her campaign drawing 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’.

“I wanted to create something different that was on trend for a young target audience,” she said.

“People around my age are very much into their playlists. ‘Killer’ has a negative connotation but can also be awesome, like a ‘killer’ playlist, so I linked the two to draw people in without them knowing off the mark that you’re talking about road safety.”

Share or Email this content
Graphic Display World

Email us your news, PR, case studies to [email protected]

The UK's coolest wide format printing trade press website specialising in providing punchy and concise up-to-the-minute news, views and industry opinions ...


SEARCH