Campaign Re:act is a road safety based brief given to students internationally. This years theme was Fatigue. The problem? Driver fatigue is responsible for 20-30% of all deaths on the road. Two thirds of fatigue-related crashes involve young adults 18-25. The aim? To create a road safety campaign, combatting driver fatigue through behavioural change affecting awareness and attitudes of young adults aged 18-25. Informed by both primary and secondary research, the key insight I discovered was that younger people drive tired out of obligation and necessity. Everyone feels they need to be everywhere, all the time. They feel invincible, and as such, invincible to effects of fatigue.
My strategy was to challenge stigmas of invincibility through a witty and humorous tone, and a memorable, illustrated caricature, sparking conversation and stimulating behaviour change.
My strategy was to challenge stigmas of invincibility through a witty and humorous tone, and a memorable, illustrated caricature, sparking conversation and stimulating behaviour change.
