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Road Empathy: Understanding and Evaluating Campaigns for Behaviour Change in Young Drivers and Vulnerable Road Users is a research report inspired by the collaborative efforts of Re:act and Swinburne University of Technology in the Re:act road safety behaviour change program.

An initiative of behaviour change agency Hard Edge, the annual Re:act program challenges university and college students to raise awareness of road and workplace safety issues and change behaviour among 16-25 year olds. Its purpose is to engage and bring together a collaboration of industry, government, higher education institutions and students, and give an experience that inspires positive outcomes.

The aim of the Road Empathy research was to test assumptions and insights of students participating in Re:act and develop a set of resources and guidelines to inform the design and messaging considerations of behaviour change campaigns for 18-25 year olds.

Access the report here

MEDIA RELEASE

Media Release 17.Mar.20

Media Release 12.06.2020

Media Release 29.5.20

Media Release 5.5.2020

Media release 17.8.2020

Media Release 6.10.2020

Media Release 19.6.2020

Media Release 31.8.2020

Media Release 11.11.2020

Media Release 16.11.2021

Media Release 31.3.2021

Media Release 29.4.2021

Empathy report acknowledgement

2020 sydney

2020 Sydney

Campaign Rollout 2016

Campaign Rollout 2017

2019 Resource

Drivers distracted every 96 seconds

file

media release 2019 (10-09-19)

media release 2019 (01-10-19)

media release 2019 (24-05-19)

media release 2019 (03-04-19)

media release 2018 (09-10-18)

media release 2018 (04-04-18)

media release 2018 (27-02-18)

media release 2018 (27-08-18)

2018 Resource

2018 Resource NRSPP_infograp_Do-not-overtake-a-turning-vehicle-722x1024

2018 Resource NRSPP_infograp_Truck-Stopping-Distance-722x1024

2018 Resource NRSPP_infograp_Truck-Blind-Spots-722x1024

2018 Resource NRSPP-Interactions-Between-Heavy-Vehicles-and-Light-Vehicles-2018.pdf-752x1024

2018 Resource truckies+top+tips+web

2017 Resource

2017 Resource Alcohol-and-the-morning-after-Fact-Sheet3

2017 Recource NRSPP-infograp-Drink-Driving

2016 Resource

2016 NRSPP_infograp_mobileuse+v2

2016 Driver_DistractionV1

2016 Mobile-Phone-Use-in-Vehicles-cradle-final

2016 Australian-Law-Governing-the-Use-of-Mobile-Phones-in-Vehicle-Factsheet

2016 2397-ARRB-4_Posters-distract_FA+1

2397-ARRB-4_Posters-distract_FA+2

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About 900 young Australians were surveyed on their attitudes and choices around fatigued driving. This report presents key research findings, including national insights and state-level breakdowns.

Download Report

  
    Re:act is a program that challenges university and college students to raise awareness of road safety issues facing 16-25 year olds, change behaviours and make all road users safe.

  
    Since 2016, the annual Re:act road safety behaviour change program has increased awareness, built knowledge and changed behaviour of drivers and other young road users as well as their personal and professional networks.

An initiative of Hard Edge, the annual Re:act program challenges university and college students to raise awareness of road and workplace safety issues and change behaviour among 16-25 year olds. Its purpose is to engage and bring together a collaboration of industry, government, higher education institutions and students, and give an experience that inspires positive outcomes.

A panel of higher education, road safety, workplace safety and industry partners in each city selects the most compelling road safety campaign, which is then developed and launched on university and college campuses and out-of-home media partner digital assets.

  
    "The Re:act program is a wonderful connector of generations, skill sets  and ideas that inspires real answers  to serious challenges."

Ben Maguire, CEO, Australian Trucking Association

  
Now in its seventh year, Re:act will run in Australia in 2022 with design communication students at universities in NSW, Victoria, WA and Queensland, and with graphic design students at TAFE colleges in NSW, Victoria, WA, Queensland and, for the first time, South Australia.

Internationally, Brazil and the United States will join the United Kingdom in running the program meaning globally, 12 Re:act programs will run in 2022 across Australia, North America, South America and the U.K.

As Re:act continues to expand, the program’s operating principles and selection of highlighted topics will be guided in Australia by the National Road Safety Strategy 2021-30 and globally by the United Nations sustainable development goals and local road safety priorities.

  
    "Road deaths are the leading killer of young people from 5-29 around the world, so we absolutely need to create campaigns that prioritise our youth.”

Kate Turner, FIA Foundation Media & Public Affairs Manager

re:act topics

2022 Australia
Safer vehicles

2022
Brazil
Shared responsibility

2020
Distraction

2017
The morning after alcohol

2022
London
Safer motorcycling

2021 Australia
Fatigue

2019
Vulnerable road users and drivers: shared responsibility

2016
Safer use of mobiles in vehicles

2022
US
Shared responsibility

2021
London
Vulnerable road users and drivers: shared responsibility

2018
Safe interaction of 18-25 year old road users with trucks

2022 programs

University partners

melbourne

perth

sydney

brisbane

london

brazil

US

TAFE partners

perth

Melbourne

Gold Coast

Sydney

<

Adelaide

proudly supported by

Media Partners

our story

Re:act gives students the opportunity to engage with industry to develop a behavioural change campaign that will positively influence the communities they live in.

In 2016 Hard Edge launched the Re:act behavioural change initiative in collaboration with Swinburne University of Technology School of Design. Re:act was created to provide design students with the experience of responding to a real world brief and pitching to real clients, and to raise awareness of road safety issues among 18-25 year olds and change their behaviour, making our roads safer for all.

Re:act was launched with the support of our foundation partners - TAC, RACV, Transurban and the National Road Safety Partnership Program - who provided invaluable expertise in road safety and transport.

Since launching, Re:act has become a mandatory part of the course curriculum for Swinburne communication design students; expanded into NSW, QLD, SA and WA; expanded internationally into the UK, the US and Brazil; and also launched in the TAFE sector in Australia with road and workplace safety agencies.

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If your organisation is interested in being part of Re:act, or you'd just like to learn more, we'd love to hear from you.

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RE:ACT PROGRAMS

Current programs

Select a program to view the student campaigns, partners and project details. This mock-up uses native Squarespace blocks so future updates can be made without editing code.

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live programs 2022

The reach of the Re:act road safety message has grown each year, from a pilot with one Australian university to now running in most states as well an internationally. In 2022, Re:act is running in Australia with university design communication students in NSW, Victoria, WA and Queensland, and with TAFE graphic design students in NSW, Victoria, WA, Queensland and, for the first time, South Australia. Internationally, Brazil and the U.S. will join the U.K. in also running the program.

2022 Australia
Safer vehicles

2022
US
Shared responsibility

2022
London
Safer motorcycling

2022
Brazil
Shared responsibility

Road safety topics

The topic for each annual Re:act program is selected in consultation with program road and workplace safety partners. Each focus area represents a significant road safety risk where our young target audience is over-represented in road trauma.

2021
London
Vulnerable road users and drivers: shared responsibility

2019
Vulnerable road users and drivers: shared responsibility

2021 Australia
Fatigue

2018
Safe interaction of 18-25 year old road users with trucks

2020
Distraction

2017
The morning after alcohol

2016
Safer use of mobiles in vehicles

press

2026

IBTTA Insights

August 2026

Applying behavioral science to understand and combat distracted driving

PropMark

July 2026

ESPM students create campaign on the safe use of helmets run by JCDecaux

BM Youth

July 2026

'Your family is waiting for you': Young Brazilians create helmet campaign as part of international road safety program

July 2026

'Your family is waiting for you': Young Brazilians create helmet campaign as part of international road safety program

2025

International Road Safety Awards

November 2025

Global Road Safety Champions Honoured in 2025 Prince Michael Awards

Bendigo TAFE

November 2025

Bendigo TAFE student wins regional road safety campaign with "Click to Equip"

South Regional TAFE

November 2025

South Regional TAFE Student’s Design Chosen for National Road Safety Program | South Regional TAFE

Automujer

October 2025

Jóvenes Chilenos crean campaña para el uso de casco seguro
(Young Chileans create campaign for the safe use of helmets)

yahoo!news

August 2025

Young driver's clever solution to 'frightening' Aussie road rule trend

Road Safety Commission

August 2025

‘Some belts are not optional’: student road safety campaign hits Perth

Mumbrella

August 2025

Don’t Be A Humpty: QUT graduate's playful campaign runs across Queensland

Campaign Brief

August 2025

QUT design graduate’s witty road safety message hits Queensland streets

AdNews

August 2025

QUT ‘eggcellent’ road safety campaign

QUT

August 2025

QUT - QUT design student creates ‘eggcellent’ road safety campaign

RAC

May 2025

Driving change with Zoey

2024

Federal Assistant Minister for Regional Development

October 2024

Road safety prioritised through new education programs

Road Safety Commission

August 2024

Winning campaign sparks new conversations

Hello, World!

B&T Magazine

August 2024

Students' Road Safety Campaigns To Run In Sydney, Melbourne, Brisbane & Perth

2023

AdNews

August 2023

Latest Re:act road safety campaign inspired by personal experience

Mumbrella

July 2023

Re:act and oOh!media enlist students to create road safety campaign

2022

Globo

November 2022

Campanha de trânsito de alunos da Unifor impacta mais de 4 milhões de brasileiros

FIA Foundation

October 2022

New student motorcycle road safety campaign launches across London

AdNews

September 2022

Re:act campaigns for safer vehicles via oOh!media

Youth for Road Safety

September 2022

Inaugural student Re:act Brazil campaign encourages shared responsibility to ‘avoid another name’ being added to road toll

Mumbrella

September 2022

Re:act campaigns present safer vehicles message with oOh!media

ABCCOM

September 2022

Re:act action in Brazil encourages shared responsibility

GoAutoNews

September 2022

Re:act to safest cars

Mumbrella

August 2022

Re:act campaigns encourage young drivers to buy the safest vehicle they can afford

Media Statements

August 2022

Curtin University students put safe vehicles in the spotlight with launch of new road safety campaign

2021

Campaign Brief

December 2021

Zombies, sheep and a fake energy drink: Re:act driver fatigue campaigns launch nationally

QUT

December 2021

QUT students drive new road safety campaign

B&T Magazine

December 2021

Re:act encourages young drivers to practice road safety in new campaign

oOh!media

December 2021

Re:act driver fatigue campaigns launch nationally via oOh!

Forbes

September 2021

Road Safety ‘Comes Out Of Its Shell’ To Tackle Leading Killer Of Young People

London College of Communication

September 2021

BA (Hons) Graphic Branding and Identity student develops winning idea for 2021 Re:act road safety campaign brief

RoadSafe

September 2021

Successful Australian student road safety campaign launches across London

Business Mayor

September 2021

Successful Australian student road safety campaign launches across London

oOh!

August 2021

Re:act TAFE road safety campaigns launch with oOh!

Campaign Brief

August 2021

Re:act TAFE fatigue creative campaigns launch nationally on Out of Home and Online

Campaign Brief

July 2021

TAFE student Stephanie Simpson wins Re:act TAFE WA road safety campaign competition that focuses on myths around combating fatigue

Road Safety Commission

July 2021

‘Counting sheep’ spreads the fatigue message

Transurban

July 2021

Fighting fatigue with zombies and self care

Road Safety Commission

July 2021

‘Not a Substitute for Sleep’ campaign focuses on combating fatigue

Ocean News

Feb 2021

Ocean partners Re:act for London road safety programme

2020

mirage news

Oct 2020

Wild animal inspired road safety campaign launches in Melbourne

AdNews

Oct 2020

Swinburne students launch road safety campaign via oOh!media

DailyDooh

Sep 2020

Student’s Powerful Road Safety Campaign

the times

Sep 2020

Student’s powerful road safety campaign targeting young drivers goes live in Sydney

nrspp

Sep 2020

‘Killer’ Re:act Road Safety Launches Sydney Student Campaign With OOh! Media

mumbrella

Sep 2020
Student road safety campaign goes live across Sydney with Ooh Media

mirage news

Sep 2020
Student’s powerful road safety campaign targeting young drivers goes live in Sydney

nrspp

August 2020
Re:act Road Safety Launches Brisbane Student Campaign With OOh!Media

go auto

Mar 2020
Re:act youth road safety campaign launches for 2020
The Re:act youth road safety campaign goes ahead despite COVID-19

FIA foundation

Feb 2020
International road safety behaviour change program has UK launch

minister for infrastructure
deputy prime minister

Jan 2020
Safety 'enablers' to help drive down road trauma

2019

NRSPP newsletter

May 2019
A message from Jerome Carslake,
Manager of the NRSPP

mumbrella

April 2019
Hard Edge launches 2019 Re:act challenge for university students

campaign brief

April 2019
Re:act calls on Swinburne university students to create a road safety campaign for Re:act 2019 challenge

2018

the conversation

July 2018
Young drivers don’t know how to be safe around trucks - here’s how we can teach them

the australian

April 2018
Road freight transport: small-vehicle drivers urged to heed difference

australasian transport news

April 2018
Young drivers told ‘Don’t Truck Around’
in ATA-supported safety campaign

diesel news

March 2018
Youth Innovation

Thank you for being a partner of Re:act. We are grateful for your
involvement and trust you will find the experience rewarding.

Please register your details below, so we can keep you up to date with any relevant information.

An Inspiring Change Film

–

Re:act and Hard Edge
present

Distractions (2020) HD • 35 minutes

Distractions follows students from participating universities through the Re:act road safety behaviour change program. Re:act challenges university students to create campaigns that target road safety risks prevalent in their 18-25 year old peers. The 35-minute documentary reveals the insightful and creative thinking of young minds on how to communicate key road safety messaging, develop campaigns for their peer group, and engage a hard-to-reach audience with road safety.

LIVE DATE: 19.11.2020

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EXECUTIVE PRODUCER: ANDREW HARDWICK
DIRECTOR: KLAYTON STAINER
FILM CONCEPT: ANDREW HARDWICK
CREATIVE DIRECTOR: DAMIEN TAVELLA

–

FEATURING:
GEORGIA EMERY, LOUIS ROYLE, SUE HEEYEON AN, ANGUS MCLEOD, ANDREW HARDWICK, SAUL BILLINGSLEY, ANTHONY ELLIOTT, NICKI WRAGG, LIZ WALLER, DR RALSTON FERNANDES, BRENDAN CALLAGHAN, SHAYNE ARMSTRONG, PROFESSOR GAYLE KERR AND SIÂN COOK

Learn more about the 2020 Re:act Distraction campaigns

2020 Campaigns

HARD EDGE IN COLLABORATION WITH

PROUDLY SUPPORTED BY

PROGRAM PARTNERS