New Re:act campaign educates road users to reduce road trauma among young motorcyclists.
A road safety education campaign created by a young Londoner as part of an international road safety
behaviour change program is launching to peak-hour commuters in the U.K. this morning.
The Re:act road safety behaviour change program challenges university students to raise awareness
among 18-25 year olds of road safety issues to change behaviour and make all road users safer.
It is the third successive year Re:act has run in the U.K., thanks to the continued dedication of program
partners FIA Foundation, Transport for London and Zurich Resilience Solutions and media partner Ocean
Outdoor to reducing road trauma among young road users.
Re:act ran in 12 locations across four continents in 2022, with North and South America joining the
United Kingdom and Australia in running the behaviour change program. As part of the program, a panel
of government safety and industry partners in each location works with the students to develop their
road safety campaigns and selects the most compelling one, which is launched in public via Re:act’s
media partner on out-of-home advertising assets.
The selected Re:act 2022 U.K. campaign, ‘Be Bright and Stay In Sight’, was created by University of the
Arts London (UAL) student Beatriz Coelho to help prevent and reduce the high incidence of motorcycle
casualties among young road users.
“It has been great to work on a project with the potential for such positive impact,” Beatriz said. “I hope
that this campaign does make a beneficial change in road safety.”
The campaign is being launched today on the retail and roadside assets of Re:act U.K. Out Of Home
foundation media partner, Ocean Outdoor.
Today’s campaign launch is expected to push the Re:act program’s audience reach beyond 5 million in the
U.K. and 20 million globally.
“Importantly, the selected campaign sends a strong message that by working together we can all help
reduce the disproportionately high road toll among 18-25 year old motorcyclists, raising awareness
among motorcyclists to wear bright clothing and position their motorcycles so they can be easily seen
while encouraging other road users to also watch for motorcyclists,” Re:act Founder and CEO Andrew
Hardwick said.
“The selected campaign for 2022 also once again shows what can be achieved when young people are
given a voice in road safety, with the simplicity of Beatriz’s direct message and strong graphic helping to
address a major road safety risk for her own age group.”
Kate Turner, Media Manager of the FIA Foundation said: “The FIA Foundation is very pleased to support
the Re:act program, which has engaged a creative cohort of students at UAL to consider motorcycle
safety in the capital.
“Motorcyclists lack the physical protection of other motorised vehicles users, making them, like cyclists
and pedestrians, vulnerable in road crashes. Finding ways to stay visible during the day and at night,
alongside measures like low speeds, makes everybody safer on the road.”
“Zurich Resilience Solutions is proud to support Re:act and their outstanding efforts to improve road
safety for all,” added Adam Canton, Senior Motor Risk Consultant – Workforce Strategies Practice.
“Beatriz has produced an engaging campaign using striking colours and graphics and has clearly
conveyed the key messages on this important road safety topic. We are excited to see the billboards
on display.”
Ocean Outdoor chief revenue officer Nick Shaw added: “With young people disproportionately impacted
by motorcycle crashes, it’s important that we communicate with road users about how to make safer
decisions to prevent and reduce the number of casualties.
“Ocean’s roadside network across London is perfectly placed to deliver these messages. This is the third
year we have partnered with Re:act. It’s an important initiative and we’re pleased to continue that support
by giving young creative talent an opportunity to showcase their work in the places where it matters
the most.”
