Road safety comes out of its shell: Re:act UK 2021 campaign launched across London.
Prawns, crabs and their snail friends were ‘released’ across London yesterday in the name of road safety.
The ‘We are all fragile under our shells’ road safety campaign was created by University of the Arts London student Agota Rencsenyi for the 2021 Re:act behaviour change program, which challenges local university students to create a campaign that raises awareness among 18-25 year old road users of a critical road safety issue.
An initiative of strategic behaviour change agency Hard Edge, it is the second successive year the international program has been conducted in London. It runs in most states in Australia and the program will expand into North and South America in coming months.
The ‘Shells’ campaign was launched on almost 50 retail and roadside assets across London, through the support of Re:act UK Out Of Home media partner Ocean Outdoor, including Canary Wharf; Trinity Road in Wandsworth; on the A40 at Gypsy Corner (pictured above), the first major junction out of West London; and at London’s premium shopping centre, Westfield London.
Re:act founder and CEO Andrew Hardwick said the topic for Re:act London 2021 was ‘vulnerable road users and drivers: shared responsibility’, highlighting our shared responsibility for road safety and promoting understanding between road user groups. A vulnerable road user (VRU) is a pedestrian, cyclist or motorcyclist who uses or interacts with the road system.
“It is fantastic to see Agota’s campaign come to life across London, and for an important but seldom discussed road safety topic to be given prominence,” Andrew said. “Agota’s thinking and eye-catching creative is so clever and memorable.
“Ocean Outdoor’s support to put this campaign in front of London road users has been amazing, and we are indebted to FIA Foundation, Transport for London and Zurich Resilience Solutions for their ongoing support of the Re:act program.”
Ocean’s chief revenue officer Nick Shaw said: “Agota’s eye-catching campaign is appearing on Ocean’s large format full motion screens in key pedestrian and roadside locations across London for two weeks.
“It’s a well-executed, important message which will reach millions of road users where it matters most – on the streets themselves.”
Zurich Resilience Solutions Practice Leader Paul Tacey added: “Agota’s ‘Shells’ campaign is really impactful, bringing colour, creativity and focus to this important aspect of road risk. I am certain that the posters will engage and influence the target audience, making our streets safer for all vulnerable road users and drivers to share.
“Zurich is proud to be associated with Re:act and such outstanding efforts to improving road safety for all.”
Helen Fallon, Transport for London Principal City Planner, said: “I am really excited to see this campaign launch. While promoting the shared responsibility for road danger of all road users, it also highlights those who are more vulnerable ‘under their shells’.
“It is a really engaging campaign that will promote empathy among different road users in a fun way, and it has certainly made me smile.
“It has been great to be part of the panel again this year for the Re:act behaviour change programme. Through raising awareness of road safety issues among 16-25 year olds and promoting safe behaviours, Re:act supports actions we have set out in our Vision Zero Action plan to meet the Mayor of London’s ambitious target to eliminate serious injuries and deaths from our transport network by 2041.”
FIA Foundation Media & Public Affairs Manager Kate Turner added: “The FIA Foundation is pleased to support the second year of the Re:act international road safety programme, to address the leading killer of young people around the world.
"The ‘We are all fragile under our shells’ campaign promotes safer streets with a charming combination of humanity and humour to encourage road users to think about how they consider each other’s vulnerabilities and not be ‘shellfish’ as they share the road.”
