An innovative behaviouralchange project, designed by university students to influence the choices 18–25 year oldsmake, has been launched in Melbourne.
The project’s name, ‘Re:act’, logo and website, www.re-act.com.au, were all unveiled today by Melbourne strategic marketing and creative agency Hard Edge.
Re:act aims to make 18-25 year olds consider their actions by increasing awareness of the dangers they may face on the roads.
Hard Edge started the initiative in 2016 in collaboration with Swinburne University and with support from several organisations with a passion for improving road safety, including the Transport Accident Commission, RACV, Transurban and the National Road Safety Partnership Program.
The success of last year’s project has seen it become an annual event. So far, the project has challenged design students at Swinburne to develop campaigns asking 18–25 year olds to reduce mobile phone use while driving, and to consider if they should be driving the morning after drinking heavily.
Hard Edge’s Andrew Hardwick said: “The name ‘re:act’ evolved from the idea that we want design students to have a strong reaction to the social issue they’re faced with. ‘Re’: is commonly used to mean ‘reply’ and students will respond to the brief they are given and encourage those who interact with their campaign to ‘act’ on changing their behaviour, hence how ‘re:act’ came together.
“Similarly, the brand’s visual identity is about bringing two things together. ‘Re:act’ connects industry with students and what happens in between is a mix of fresh, innovative ideas where change is made. The different icons used in the logo represent the varied aspects of the project and its continual evolution.”
For further information:
Hard Edge
Andrew Hardwick
Managing Director
(03) 9245 9245 or
0417 334 399