NRSPP is a proud supporter of the Re:act Road Safety program, an initiative of HardEdge
Sourced from: Re:act Media Release – ‘Killer’ Re:act Road Safety student campaign launches in Sydney with oOh!media
An inspired road safety campaign using the double meaning of ‘killer’, created by a University of Technology Sydney student as part of the Re:act behaviour change program, is appearing across digital billboards and displays in cafés, venues and retail centres from today, with oOh!media. A landmark site on Parramatta Road in Leichardt is among the 331 digital assets the ‘Make your playlist killer. Not a killer on our roads’ message will appear on across Sydney.
Sydney is the second Australian city to launch a Re:act 2020 campaign. The Brisbane campaign was launched by Queensland Transport and Main Roads Minister Mark Bailey in mid-August, with the Melbourne campaign to follow in the coming weeks.
University of Technology Sydney student Ella Mander-Jones worked with Hard Edge to bring her ‘Killer Playlist’ campaign to life, with oOh!media working directly with Ella to refine the campaign for digital distribution.
“Ella did an amazing job in using popular culture references, that resonate with the young target audience, to communicate a serious road safety message about the risks of being distracted on our roads,” Hard Edge Managing Director Andrew Hardwick said. “Young road users are over-represented in trauma statistics. Re:act’s vision is to give them a voice so they can influence their own age group. It’s so inspiring to see the insightful creativity Ella and her peers have come up with.
“oOh!media’s support for Re:act this year has been incredible, in spite of the challenges we have faced. They have been a fantastic partner and contributor to the program and continue to enthusiastically support its objective of making our roads safer for all users.”
Noel Cook, oOh!media’s Chief Commercial & Operations Officer, said the company was proud to be supporting such an important campaign, as well as the students themselves.
Hard Edge continues to grow the Re:act program and this is another step towards the national model of Re:act, where one selected student campaign will run nationally across Australia.
Students behind the selected campaigns in each city have also developed an online and social media presence to support the outdoor campaigns. Ella Mander-Jones’ Sydney campaign will utilise theplayitsafensw.com website and Instagram page.
To find out more about Re:act and view the selected 2020 campaigns, visit reactforchange.com