Road safety campaigns encouraging young Australians to consider safety ratings and buy the safest vehicle they can afford launched to peak-hour commuters across Australia today.
The Re:act behaviour change program, released in partnership with oOh!media, challenges university students to raise awareness among 18-25 year olds of road safety issues.
The 2022 program focuses on ‘safer vehicles’, educating young drivers about the importance of considering safety in deciding which vehicle to purchase and encouraging them to research star ratings and safety features whenever they are buying a used or new car.
Already this year, the Re:act program has been run with design communication students at universities in Victoria, NSW, Queensland and WA and with graphic design students at TAFE colleges in Victoria, NSW, Queensland, WA and South Australia.
As part of Re:act, the selected Australian campaigns are launched on the roadside and retail digital assets of long-term Australian media partner oOh!media, who in 2022 is providing even more support to the student campaigns as part of their commitment to making a difference on our roads.
The campaigns released today were created by students at University of Technology Sydney, Swinburne University of Technology in Melbourne, Curtin University in Perth and Queensland University of Technology. Campaigns created by TAFE students participating in Re:act 2022 will be executed in public at the end of September.
Re:act founder and CEO Andrew Hardwick, said: “Raising awareness and educating young people to buy safer vehicles is a challenging road safety message to communicate but the participating Re:act students put in a fantastic effort to create campaigns that will educate their peers.
“Safety can sometimes be down the list of competing priorities when you are buying your first car, for various reasons. So if these campaigns can get young people thinking about star ratings and safety features for their first as well as subsequent vehicle purchases, that will have an immediate and lasting impact on improving the level of safety of vehicles on our roads.
“The Re:act program will exceed a global audience reach of 20 million with the launch of the 2022 campaigns and I thank our program partners for their continued support, particularly Australian media partner oOh!media for its continued dedication to Re:act and for extending its commitment to the program until at least 2024.”
Robbie Dery, oOh!media’s chief commercial operating officer, said: “With young people disproportionately impacted by road trauma and death across the country, it is fundamentally important we communicate with young drivers at the moment of key decision-making – when they are behind the wheel.
"As Australia’s largest Out of Home media company, oOh!’s national digital network can reach these young drivers at scale and encourage them to make safer decisions about their vehicles and driving.
"oOh! has partnered with Re:act for several years and we’re pleased to continue to support this important initiative and reinforce key road safety messages to the country’s youngest road users.”
Have something to say on this? Share your views in the comments section below. Or if you have a news story or tip-off, drop us a line at adnews@yaffa.com.au
Sign up to the AdNews newsletter, like us on Facebook or follow us on Twitter for breaking stories and campaigns throughout the day.