International road safety behaviour change program
Story from the National Road Safety Partnership Program.
An international road safety program, proven to increase awareness and influence the behaviour of young people on our roads, is being launched in London next week.
Collaborating with London College of Communication, UAL, the Re:act behaviour change program challenges local university students to create a road safety campaign that educates 18-25 year old road users about an issue critical to their peers.
The Re:act 2020 topic is distraction.
An initiative of behaviour change creative agency Hard Edge, Re:act is expanding internationally in 2020, with the UK the first overseas market to run the program. Re:act is expected to expand into the US and selected developing countries next year.
Re:act is being launched in the UK in collaboration with London College of Communication, and program partners FIA Foundation, Pepsi, Zurich Insurance, Transport for London and founding agency Hard Edge. Re:act partners provide professional feedback to student participants during campaign development and, in late-May, will choose the most effective final campaign, which will be activated in June.
“Re:act challenges university students to design and develop road safety campaigns that engage their peers, raise awareness of critical road safety issues and change behaviour on our roads,” Re:act founder and CEO Andrew Hardwick said.
“The program is unique in how it engages government and the private sector to collaborate with young people. This approach creates a platform for professional development, road safety awareness and for young people’s thoughts to be heard, while giving partner organisations insights into effective road safety
messages for younger road users.”
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