A distinctive and imaginative road safety campaign, created by Swinburne University of Technology students as part of the Re:act behaviour change program – an initiative proudly supported by Transurban for five years – has appeared across Melbourne.
The You miss a lot when you’re distracted campaign, which depicts vulnerable road users oblivious to the virtual presence of wild animals in the city, is currently featured on 162 digital assets across Melbourne.
And our team couldn’t be prouder.
“As a founding partner in the Re:act program, we have seen the standard of students’ campaigns achieve a level you could expect from a creative agency,” said Liz Waller, our Road Safety Manager.
“Re:act is a great fit for Transurban where road safety is central to all that we do. This is such an important social issue. Working on a real campaign with real clients is a great way for us to support young people at the outset of their careers.”
Re:act’s vision is to give young road users, who are over-represented in trauma statistics, a voice in road safety so they can influence their own age group and ultimately change their behaviour.
“It’s so inspiring to see the amazing creativity this young group came up with,” said Andrew Hardwick, Managing Director of Hard Edge, the creative agency responsible for the program.
“It displayed incredible and insightful thinking to shift the audience’s focus to something that’s out of place and at the same time relate it to something that is present and should be the centre of attention.”
Similar Re:act 2020 campaigns have launched in Brisbane and Sydney.
To see more of the Melbourne campaign, visit missalot.com. To find out more about Re:act and view the selected 2020 campaigns, visit reactforchange.com.
