Re:act international road safety program raising awareness of safer motorcycling in the UK.
Preventing and reducing the high incidence of motorcycle casualties among young road users is the
2022 focus in the UK for the Re:act international road safety behaviour change program, launching
today in London.
The London program is the first to commence in 2022, with 12 programs running globally across the UK,
Australia, Brazil, and the US. Re:act challenges local university students to create campaigns that target
road safety risks prevalent in their 18-25 year old peers, a group over-represented in road trauma.
It is the third successive year Re:act has run in the UK, thanks to the continued dedication of
inaugural program partners Transport for London, FIA Foundation and Zurich Resilience Solutions to
reducing road trauma among young road users. Previous programs have focussed on distraction and
a shared responsibility for road safety among drivers and vulnerable road users.
The program runs in the UK in collaboration with London College of Communication, UAL, with campaigns
devised by UAL graphic design and public relations students to be launched across London on the retail
and roadside assets of Re:act UK Out Of Home media partner, Ocean Outdoor.
“It is a major vote of confidence in the Re:act program and its ability to raise awareness and change
behaviour among young road users that UAL, Ocean and our program partners have continued their
partnership as part of a wider commitment to road safety among young people,” Re:act Founder and CEO
Andrew Hardwick said.
“The strength of Re:act is bringing young people together with government and industry and I’m confident
this partnership will once again result in inspiring and impactful campaigns that contribute to reducing
road casualties among young Londoners, particularly those riding motorcycles, making the roads safer for
all of us.”
Transport for London’s Helen Fallon said the number of people on motorcycles killed or seriously injured in
the 18-25 age group was significant.
“Our analysis of the provisional data available showed motorcycles matching cars as the leading cause
of road traffic fatalities among 18-25 year olds and people on motorcycles representing the highest
proportion of those injured on UK roads in this age group,” Helen said.
“It is critical we educate young motorcyclists about the risks they face and how to avoid them.”
