YEAR

2025

CLIENT

(UTS Industry Partner)
Re:act Road Safety Program

SCOPE

Brand identity
Brand strategy
Campaign

BRIEF

The Re:act 2025 metro brief challenged tertiary students to design a positive behaviour change campaign that educates 17-25 year old drivers and passengers to wear their seatbelts and wear them correctly. 

RESPONSE

I conducted a primary research questionnaire of 62 respondents aged 17-25, and discovered that one in five young drivers and passengers already had an established habit of wearing their seatbelts. In response, I designed the campaign "hotties make it a habit", which positions seatbelts as a cool, attractive brand. Leveraging cultural and social media trends among Gen Z audiences, I used a bold, straightforward visual style with a catchy, authentic and humorous tagline to drive home the message that habitually wearing your seatbelt makes you a “hottie”. This campaign aims to make young drivers and passengers feel confident in themselves and form a positive association with the habit of wearing seatbelts, which reinforces safe behaviours on the roads.

I tested my concept with 24 people, and found that 100% of respondents immediately understood that the message of the campaign is to habitually wear your seatbelt. This meant that the bold, simple and straightforward design was successful in instantly delivering the brand message to the target audience!

The bold, simple visual style allows for expansion of the brand in different formats and increases public awareness of seatbelt safety.