The Times Australia
The Times Australia

.

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

  • Written by Julian Elliott


A powerful new road safety campaign by a talented University of Technology Sydney student has gone live across oOh!media billboards and digital signage in Sydney.

The campaign is the result of behaviour change program Re:act, which challenges university students to come up with ideas to raise road safety awareness among adults aged 18 to 25 – a demographic almost twice as likely to be killed in a traffic accident than their parents, according to new data from Australian Roads.

Re:act has partnered with oOh!media to run campaigns across three cities on oOh!’s roadside digital billboards, with Sydney now going live after a recent Brisbane launch, and Melbourne to follow at a later date.

The creative will also appear on digital displays in retail, higher education and social venues. Provided at no cost, the total media value for all three campaigns is over $850,000, marking a significant contribution to spreading the safety messaging to the wider public.

The Re:act program is an initiative of creative behaviour change agency Hard Edge. In 2020 it ran at University of Technology Sydney, Swinburne University in Melbourne and, for the first time, Queensland University of Technology in Brisbane. It also expanded internationally to the University of the Arts London.

UTS student Ella Mander-Jones was chosen for her campaign drawing the young audience in before delivering a strong and clear message focused on music as a distraction on our roads: ‘Make your playlist killer. Not a killer on our roads’.

“I wanted to create something different that was on trend for a young target audience,” she said.

“People around my age are very much into their playlists. ‘Killer’ has a negative connotation but can also be awesome, like a ‘killer’ playlist, so I linked the two to draw people in without them knowing off the mark that you’re talking about road safety.”

In addition to supporting the campaign through media space, oOh!media also played a pivotal role in the students’ design process, deploying personnel to work with the students as they came up with their ideas, helping shape them for maximum creativity in the Out of Home format while also providing technical support.

Noel Cook, oOh!media’s Chief Commercial & Operations Officer, said that the company was proud to support Re:act for the second year running.

“Young drivers have a higher risk of getting into accidents, which is important to be aware of at a time when ongoing COVID-19 issues are forcing more people to drive instead of taking public transport,” he said.

“This year’s theme is ‘distraction’, and it’s been a revelation to see how these gifted students have translated their objective of keeping drivers focused on the road into creative designs that will strike a chord with their age group.”

Andrew Hardwick, Re:act founder and CEO, said Re:act’s vision is to give young people a voice in road safety.

“Young people have an incredible contribution to make in reducing road trauma – statistics they are unfortunately overrepresented in,” he said. “It’s fantastic to see their work being shared in the public domain thanks to this partnership between oOh! and Re:act. This is such an amazing experience and opportunity for the students in their careers.”  

oOh!’s support for Re:act is part of the company’s broader approach to road safety. In conjunction with the Outdoor Media Association (OMA), oOh! is committed to working closely with governments and authorities to invest in research and make roads safer.

To find out more about the Re:act program, visit reactforchange.com

Is there any hope for a fairer carve-up of the GST between the states?

When the Western Australian state government handed down its state budget on Thursday, it showed a balance she...

Times Magazine

What AI Adoption Means for the Future of Workplace Risk Management

Image by freepik As industrial operations become more complex and fast-paced, the risks faced by workers and employers alike continue to grow. Traditional safety models—reliant on manual oversight, reactive investigations, and standardised checklist...

From Beach Bops to Alpine Anthems: Your Sonos Survival Guide for a Long Weekend Escape

Alright, fellow adventurers and relaxation enthusiasts! So, you've packed your bags, charged your devices, and mentally prepared for that glorious King's Birthday long weekend. But hold on, are you really ready? Because a true long weekend warrior kn...

Effective Commercial Pest Control Solutions for a Safer Workplace

Keeping a workplace clean, safe, and free from pests is essential for maintaining productivity, protecting employee health, and upholding a company's reputation. Pests pose health risks, can cause structural damage, and can lead to serious legal an...

The Science Behind Reverse Osmosis and Why It Matters

What is reverse osmosis? Reverse osmosis (RO) is a water purification process that removes contaminants by forcing water through a semi-permeable membrane. This membrane allows only water molecules to pass through while blocking impurities such as...

Foodbank Queensland celebrates local hero for National Volunteer Week

Stephen Carey is a bit bananas.   He splits his time between his insurance broker business, caring for his young family, and volunteering for Foodbank Queensland one day a week. He’s even run the Bridge to Brisbane in a banana suit to raise mon...

Senior of the Year Nominations Open

The Allan Labor Government is encouraging all Victorians to recognise the valuable contributions of older members of our community by nominating them for the 2025 Victorian Senior of the Year Awards.  Minister for Ageing Ingrid Stitt today annou...

The Times Features

How to Know If You’re Actually on Track for a Comfortable Retirement

Image by Drazen Zigic on Freepik It’s the kind of question that sits in the back of your mind, especially as you tick past your 30s or 40s: Am I actually saving enough for retire...

Onsite Caterer vs a Full Service Venue: 9 important things to explore

Choosing between an external catering company and an all-inclusive venue is a major decision that affects cost, flexibility, food quality, and the overall event experience. Venue...

The Hidden Vision Problem Impacting Mid Life Australians Every Day

New research from Specsavers reveals millions of Australians are living with an undiagnosed condition that could be putting their safety at risk. For many Australians aged 35 ...

Meal Prep as Self-Care? The One Small Habit That Could Improve Your Mood, Focus & Confidence

What if the secret to feeling calmer, more focused, and emotionally resilient wasn’t found in a supplement or self-help book — but in your fridge? That’s the surprising link uncov...

From a Girlfriend’s Moisturiser to a Men’s Skincare Movement: How Two Mates Built Two Dudes

In a men’s skincare market that often feels like a choice between hyper-masculinity and poorly disguised women’s products, Two Dudes stands out. It’s not trying to be macho. It’s n...

The Great Fleecing: Time for Aussies to demand more from their banks

By Anhar Khanbhai, Chief Anti-Fleecing Officer, Wise   As Australians escape the winter chill for Europe’s summer or Southeast Asia’s sun, many don’t realise they’re walking strai...