A new road safety knowledge centre, including campaigns aimed at changing behaviour of 18-25 year old drivers, has been launched as part of the growing Re:act behaviour change program. This year the focus of the campaign has been around how to behave around trucks.
According to Re:act, the the fact the campaign has been growing substantially over the past three years, made it imperative that a new website was created. The new site is a knowledge centre for the road safety issues Re:act focuses on. It is designed to raise awareness with a wider audience and support Melbourne creative agency Hard Edge’s purpose of making the world a better place through thinking and creative that changes behaviour and positively impacts society.
Hard Edge launched the Re:act behavioural change program in collaboration with Swinburne University of Technology in 2016. Each year as part of Re:act, Swinburne School of Design students are given a creative brief that challenges them to develop campaigns aimed at 18-25 year olds that raise awareness and change behaviour around topical road safety issues. The program also provides design students with experience in responding to a real-world brief and pitching their work to industry clients.