Respond. Act.

Re:act is an initiative of Hard Edge in collaboration with Swinburne University. Each year we give a creative brief to design students that challenges them to raise awareness of a road safety issue and change behaviour among 18-25 year olds.

chuttersnap-603606-unsplash Color.jpg

2018 Brief —
Safe Interaction of
18-25 Year Old Road Users With Trucks

Representing just 4 per cent of vehicles on Australia’s roads, heavy vehicles are involved in more than 15 per cent of the nation’s road fatalities. Approximately 60 per cent of people killed in heavy truck crashes are light vehicle occupants, and research shows that most of the time these accidents are not the fault of the truck driver. 

This year’s Re:act brief focuses on educating 18-25 year old road users on safe interaction with trucks. With the number of trucks on our roads expected to double in the next twenty years, we must ensure young road users are aware of the risks of sharing the road with trucks and change their behaviour to reduce crashes and 'near misses'. 

We believe this is the first time an education campaign about vulnerable road users around trucks has been specifically targeted at the 18-25 year old segment.
— Andrew Hardwick, Hard Edge
a-l-117960-unsplash Color.jpg

2017 Brief —
The Morning
After Alcohol

Many of us enjoy a good night out with a few drinks and good company. Heavy drinking and/or drinking late into the night can easily leave you with blood alcohol levels that are too high to drive legally or safely. This year’s brief is to increase awareness of this risk in the 18-25 year old demographic and create a behaviour of considering an alternative mode of transport the morning after alcohol.

So rather than automatically getting behind the wheel, we want this campaign to make young people think about whether they’re still affected by alcohol and shouldn’t be driving.
— Andrew Hardwick, Hard Edge

2016 —
Safer Use of Mobiles
in Vehicles

The brief was to create a safe driving campaign that generated awareness among 18-25 year olds of the dangers of mobile phone use while driving and influence behavioural change. The campaign needed to have strong cut-through and make mobile phone use at the wheel socially unacceptable.

As safe driving campaigns are often depicted using harsh and negative imagery, this campaign focused on including the audience rather than isolating them.

JCP_2485 B&W.jpg