(Full article at Re:act 2020 Media Release – Wild animals ‘unleashed’ in Melbourne streets.)

‘Miss A Lot’, a unique and imaginative road safety campaign, is now up across Melbourne. Created by Swinburne University of Technology students Laura Hughes, Caitlin Xavier, Stephanie Powell and Thomas Pritchard, the campaign is now live on oOh!media digital assets.

The campaign displays pedestrians and vulnerable road users oblivious to the presence of wild animals in the street, representative of distractions affecting their awareness of road dangers. Landmark sites such as Punt Road, St. Kilda, and Princes Hwy in Geelong, are among the 162 digital assets across Melbourne.

The execution of the campaign is the outcome of a partnership between the creative behaviour change agency Hard Edge, their road safety initiative Re:act, and advertising firm oOh!media. Communication design students from Swinburne University of Technology, Laura Hughes, Caitlin Xavier, Stephanie Powell and Thomas Pritchard, worked with Hard Edge and oOh!media to bring their visions to reality.

“The campaign featured inspired use of colour on wild animals and a correlating road safety danger, such as a car,” Hard Edge Managing Director Andrew Hardwick said. “It displayed incredible and insightful thinking to shift the audience’s focus to something that’s out of place and at the same time relate it to something that is present and should be the centre of attention.

“oOh!media’s enduring support for Re:act this year has been fantastic, in spite of the challenges ongoing restrictions have presented. They have been a wonderful contributor to the program and continue to enthusiastically support its objective of making our roads safer for all users.

Road safety initiatives like these save lives, and we are utilising a wide range of valuable assets to take these messages to the public and spread the word to young drivers,” he said. “The students have displayed outstanding creativity in coming up with their campaigns, and our team has enjoyed working with them to develop their ideas and see them realised across prominent digital billboards and screens.”

The ongoing objective of Re:act is to bring young people together with industry and government parties to provide a real-world experience, but also to positively impact the behaviour patterns of road users. Hard Edge’s partnership with oOh!media is allowing this goal to become a reality. This is also another step towards their national vision of Re:act, in which one chosen campaign will run across Australia.

Follow missalot.melbs on Instagram to keep up to date with the Miss A Lot social media campaign.

Learn more about Miss A Lot on their website.

Find out more about Re:act at view the selected 2020 campaigns at reactforchange.com.