Zombies, sheep and a fake energy drink: Re:act driver fatigue campaigns launch nationally
Road safety behaviour change campaigns, created by local university students to educate young drivers about the risks of driving fatigued, launched nationally across Australia this morning.
The campaigns are featuring across digital assets in metropolitan and regional Victoria, New South Wales, Queensland and Western Australia. Running for the next two weeks on roadside billboards, retail, campus and venue assets as well as online, the campaigns were devised by university design communication and advertising students as part of the Re:act road safety behaviour change program.
Re:act challenges university students to create a campaign that raises awareness among 18-25 year old road users of a critical road safety issue for their age group. The selected campaign is developed for public execution via Re:act’s media partner oOh!media’s national network of digital assets.
Re:act has run in Australia in 2021 at Swinburne University in Melbourne, University of Technology Sydney, Queensland University of Technology in Brisbane, and Curtin University in Perth, giving Re:act a virtually national presence.
The program also ran in the TAFE sector this year at Holmesglen TAFE in Melbourne, TAFE NSW Design Centre Enmore, Queensland TAFE on the Gold Coast, and North Metropolitan TAFE in Perth.
Says Andrew Hardwick, founder, Re:act: “It’s fantastic that after a challenging year for all we can launch the selected student campaigns nationally today, especially as we go into such a high-risk time of year on our roads.
“The support from all Re:act partners this year has been unwavering. The support and commitment oOh!media has shown, not only to the Re:act program but also all road users by running the campaigns in their peak time of year after coming out of lockdown, is particularly amazing.
“These kind of road safety partnerships, which bring government and industry together with young road users,are critical in engaging young target audiences with road safety and reducing road trauma.”
Says Noel Cook, chief commercial and operations officer, oOh!media: “With domestic travel back in full swing and Aussies predicted to be on our roads in record numbers this Summer, our ongoing partnership with Re:act is vital.
“Ensuring road safety messages are cutting through with our most vulnerable audience group, younger drivers, the students have done an exceptional job creating a targeted campaign that highlights the dangers of fatigue.
“oOh! is proud to support these campaigns across our network to keep everyone safe on our roads, especially in the lead up to Christmas.”
Visit reactforchange.com to learn more about the Re:act program.
The ‘Counting Sheep’ campaign was created by Curtin University students Aisha Derrick, Ashlin Macintyre, Sajeda Mohammadi and Stephanie Pacia.
The ‘Even The Best Rest’ campaign was created by Queensland University of Technology students Isobel Dembrey-West, Campbell Glaves, Saskia Harper, Austin Harvey, Alexander Sartori and Laura Tran.
The ‘Don’t Drive Dead’ campaign was created by Swinburne University students Eve Uittenbosch, Lulu Nicholls, Charlotte Tiong and Gabrielle Versace.
The ‘Revive Before You Drive’ campaign was created by University of Technology Sydney student Matilda Martin.
Ummm, it’s a nice idea to ‘give the students a go’ but wouldn’t it be more effective if the ads were, y’know…actually good? Posters around TAFE campus? Sure thing, but on expensive outdoor sites? All this does is make people feel good about ‘helping’ students, when in fact, it’s not helping them at all – they’d be crucified in an agency if they presented these ideas. No one, and I mean not 1 single person will change their behaviour after seeing these – and isn’t that supposed to be the point?
@Ralph W, yeah, this is a great example of an initiative that really needed the involvement of ad professionals to work with the students to bring their ideas to life in an effective way. Turns out everyone can’t simply pull an idea out of the air and execute in a way that’s insightful, relevant or crafted to change a behaviour.
Love the initiative and desire to make a difference, annoyed by the way it was handled and executed.
Agree Ralph & Josh, I showed these to the ‘young drivers’ and their friends in my household (the target demo) and their reaction was two-fold; extreme cringe and disbelief they were real. It’s a wasted opportunity to do something that could potentially resonate with young drivers. There’s this thing called ‘strategy’ that creatives use, in conjunction with clever, engaging ideas, to create impact. These are embarrassingly devoid of any insight, made worse by amateur art direction. Fail.
I agree with the earlier comments, but realistically these ads are just as bad as at least half of the outdoor coming out of Perth agencies…visually complex…multi messaged and without a clear single minded proposition. Oh and do the multitude of logos remind you of any real government advertisers?