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Young people speaking to young people: Road safety education campaigns, taking a fresh approach to encouraging young Americans to avoid being distracted around the roads, launched in the United States today.
Created as part of the Re:act road safety behavior change program, the campaigns were devised by young road users in Maryland to encourage their peers to stay focused and not be distracted by cell or headphones when engaging with the road system.
Re:act challenges graphic design students to raise awareness among 17-25 year olds of road safety risks and to change behavior.
“The work of the graphic design students was of an exceptional standard,” Re:act CEO and founder Andrew Hardwick said. “Their campaign ideas showed the future of road safety communication in the United States is in good hands.
“The selected campaign, Distractions Delay Reactions, demonstrated an insightful approach by University of Maryland - College Park student Hailey Ng to use road signage to educate other young Americans about avoiding distractions.”
Hailey said:“I am immensely grateful to Re:act for the opportunity to create this campaign. As part of the target demographic, this experience has emphasized the gravity of distracted driving and its impact on road safety.
“While researching and developing this campaign, I have also reflected on and re-examined my habits as a road user.
“As a graphic design student, I have gained valuable experience collaborating with professionals and experts from different disciplines. This campaign has demonstrated that visual design can improve my community and create positive change in the real world.”
The Re:act program is in its eighth year, with more than 1,000 students in North and South America, the United Kingdom and Australia having completed the curriculum-based program. Re:act has raised awareness and changed behaviours not just among participating students but their own networks, other young people, and the broader community.
Globally, 37 million people have seen students’ campaigns on the out of home assets of Re:act’s media partners in five countries. This is the second consecutive year Re:act has run in the United States.
“The Re:act program has substantially enriched the students’ learning experience. Engaging in a campaign focusing intensely on traffic safety has empowered them to harness their creative abilities to address genuine world problems,” added Antwon Key, Director of the Graphic Design program at University of Maryland-College Park. “This has provided them with invaluable experience in conducting research and receiving feedback from seasoned industry experts.”
Russ Rader, Senior Vice President for Communications at Re:act U.S. program partner Insurance Institute for Highway Safety, said: “Distracted driving continues to be one of the biggest problems in traffic safety. Looking for solutions through students’ eyes can help us find fresh approaches that resonate with those drivers most susceptible to distractions.
“It’s inspiring to see their creativity in action as they think through the challenge and identify the messages and images most likely to be motivational for them and their peers.”
Erika Spissu, Director of Travel Behavior at Re:act U.S. program partner Transurban North America added: “Partnering in the Re:act program reflects Transurban’s purpose in strengthening communities through transport. Similarly to Transurban, Re:act relies on the Safe System approach to address and mitigate the risk of serious road crash injuries.
“Transurban is proud to support Re:act’s student-led road safety educational program. Re:act participants’ campaigns reach drivers in fresh, creative ways and help us deliver on commitment to getting people where they need to go safely.”
“The key to the Re:act program’s success is collaboration,” Andrew Hardwick added. “Without the partnership between Universities, companies, government and Clear Channel Outdoor, Re:act’s media partner in North America, our vision of the broader public seeing and being influenced by the thoughts and ideas of young minds would just not be possible.”
Visit reactforchange.com to learn more about the Re:act program.
