RE:ACT CAMPAIGN (2025)
CLIENT
UTS Industry Partner
Re:act 2025
SCOPE
Branding
Strategy
Campaign
DESCRIPTION
The Re:act 2025 brief challenged tertiary students to design a positive campaign that educates 17-25 year old drivers and passengers to wear their seatbelt and wear them correctly. During my primary research, I found that 1 in 5 young drivers and passengers already had an existing habit of wearing their seatbelt.
In response, I designed the campaign "hotties make it a habit", which uses a bold, straightforward visual style along with a catchy and humorous tagline that echoes the language of Gen Z to position seatbelts as a cool and attractive brand. This campaign aims to make Gen Z drivers and passengers to feel confident in themselves and form a positive association with wearing seatbelts that reinforces safe behaviours.