Ocean partners with Re:act for London road safety programme

Out-of-home ads firm Ocean Outdoor has partnered with international behaviour change programme Re:act and is inviting university students to create campaigns highlighting road safety risks.

After its successful introduction in 2020, the Re:act international behaviour change programme has launched its 2021 UK initiative to continue to educate young Londoners about road safety.

Re:act challenges

Created by the behaviour change creative agency Hard Edge, Re:act challenges university students to create campaigns that target road safety risks prevalent in their 18 to 25 year old peers, a group overrepresented in road trauma.

The programme runs in the UK in collaboration with UAL London College of Communication, and founding UK programme partners FIA Foundation, Zurich Insurance and Transport for London.

After focusing on distraction in 2020, the UK topic for Re:act this year is “vulnerable road users and drivers: shared responsibility”. 

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A vulnerable road user is a pedestrian, cyclist or motorcyclist who uses or interacts with the road network.

Entries will be completed by 19 May and the selected Re:act road safety campaign will be launched in the second half of 2021 on Ocean’s retail and roadside assets across London.

Re:act founder Andrew Hardwick, said: “It’s fantastic to have UAL and our partners from last year’s Re:act rejoining along with the exciting new partnership with Ocean Outdoor, who have shown great commitment to road safety amongst the community with their support.”

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Re:act seeks to build empathy and understanding in road use.

“In 2021, Re:act is aiming to build understanding and empathy among all road user groups and highlight the responsibility we all share for keeping ourselves and others safe on our roads.

“By building empathy and understanding, we can shift the tribal ‘us vs. them’ mentality and start to raise awareness, change attitudes, and improve behaviours to reduce crashes involving vulnerable road users.”

Ocean Outdoor chief revenue officer Nick Shaw said: “Out of home is the ideal platform to reach young audiences and our London estate is well placed to deliver such an important message. Ocean is committed to supporting young creative talent and this latest initiative gives students an opportunity to showcase their work in the places that matter the most.”