Re:act

A road safety behaviour change program that challenges university and college students to raise awareness and change behaviour among 16-25 year olds. 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 - Transport Accident Commission (TAC), Royal Automobile Club of Victoria (RACV), international urban toll road operator Transurban, and the National Road Safety Partnership Program (NRSPP) - who provided invaluable expertise and direction in road safety, transport and the ‘safe system’ approach, a universally recognised road safety framework that underpins most road safety strategies across the world. Since launching, Re:act has become a mandatory part of the course curriculum for Swinburne communication design students in Melbourne and has expanded to Sydney, Brisbane, and London. 2021 will see this growth extended to Perth, New York, and Sarawak. Global partners and media outlets are strategically being onboarded to the program to ensure a structured and sustainable expansion as Re:act strives to have real impact in reducing trauma and death on our roads.