Re:act behavioural change initiative


Hard Edge x Swinburne University

Re:act behavioural change initiative


Brand identity development
Campaign management
Campaign strategy
Communication strategy
Copywriting
Digital design and build
Production management


Conceptualised by Hard Edge, Re:act is a behavioural change project that gives communication design students the chance to develop a campaign that positively influences the communities they live in. 

Re:act is run in partnership with Swinburne University of Technology and supported by a number of leading industry partners including Transurban, RACV, the TAC, the ATA, Melbourne Metro, the NRSPP and ARRB. 

Now in its third year, Re:act has raised awareness and behavioural change around such issues as the safe use of mobile phones in vehicles and the risks of drink driving the morning after alcohol. In 2018, Re:act focused on the safe interaction of young road users with trucks. 

www.re-act.com.au

 

Changing behaviour of mobile use in vehicles


National Road Safety Partnership Program

Changing behaviour of mobile use in vehicles


Brand identity development
Campaign strategy
Digital design
Graphic design
Video production
Website design and development


As part of its partnership with the National Road Safety Partnership Program, Hard Edge was briefed to create a campaign to raise awareness of the risks of illegal mobile phone use while driving, changing driver behaviour to reduce the practice, resulting in safer roads. The campaign was targeted at businesses across Australia with the aim of promoting safer driving behaviours among staff that would then extend to the wider community.

Hard Edge developed a campaign strategy, visual brand identity, marketing collateral and video and designed and built a campaign microsite, which included a policy guide for businesses to implement with staff. Twenty organisations registered their interest to implement their own SUMV policy for their staff in the first month of the campaign.

www.sumv.com.au

 

Strengthening belief in renewable energy

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Clean Energy Council

Strengthening belief in renewable energy


Video concept development
Scriptwriting
Graphic design
Illustration
Video production


The Clean Energy Council asked Hard Edge to develop a series of animated videos to dispel the myths around the cost and reliability of renewable energy and convert people from sceptics into believers of its benefits. 

The videos were designed to help motivate people to change their attitudes and behaviours through sharing content and further exploring renewable energy options.

Simple animation was used in easily digestible, 60-second videos that made a sometimes complicated topic accessible.

The three videos – ‘How and why to buy solar?’, ‘What do you pay for in your electricity bill?’ and ‘Keeping the lights on with renewable energy’ – helped drive positive conversations in a social forum and became a tool used by similar organisations to help promote renewable energy.

Through the creative digital and print campaign, 91 great staff joined our state of the art aged care facility in Carlton.

 

Finding care workers to make a difference


Australian Unity

Finding care workers to make a difference


Campaign strategy
Creative concept development
Campaign planning and management
Copywriting
Digital design and build
Graphic design


Australian Unity provides financial, healthcare and retirement living services to half a million Australians. They required a campaign to help recruit the best staff to set up and operate a new aged care facility. Candidates were needed across a range of job types and to build a talent pool to draw on should the anticipated attrition rate materialise.

Hard Edge developed a creative concept with a strong human element to attract a new breed of candidates who were passionate about making a positive difference and encourage them to apply. Once the creative direction was established, the campaign was developed and rolled out across print, digital and channel communications.

 

Repay the eNett way

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eNett International

Repay the eNett way


Concept development
Identity development
Graphic design


Travel payments game-changers eNett tend to do things differently. So when it came to CSR they didn't just want to hand over donations to charities. Instead, eNett wanted a program that allowed them to get personally and deeply involved with those less fortunate. 'Repay the eNett way' is all about educating, inspiring and equipping underprivileged people living in key travel destinations. Each year, a group of eNett employees are selected to travel to destinations such as Cambodia, South Africa and Nepal to work with local communities and provide support in areas of child education, gender inequality, economic hardship and health. 

Hard Edge worked with eNett to conceptualise the program and develop a striking brand identity for 'Repay the eNett way' that brought to life the disruptive fintech brand's softer side while remaining uniquely eNett.   

As well as making a positive change to the communities it's supported, 'Repay the eNett way' has had a big impact on eNett's internal culture, boosting staff morale and building camaraderie among colleagues. Since launching the programme eNett employees have raised USD15,000 themselves, with eNett matching every dollar raised, bringing the total to USD30,000.

 

Creating a powerful employer brand


eNett International

Creating a powerful employer brand  


Brand strategy
Brand identity development
Copywriting
Creative concept development
Digital design
Graphic design


Global travel payments company eNett briefed Hard Edge to build a powerful employer brand that would attract and retain top talent and have a positive impact on staff engagement, behaviour and performance. Using findings from qualitative research, we developed a clear employer brand strategy, including value proposition, a set of brand values and pillars, a tone of voice and visual identity that would be rolled out across multiple employer brand collateral.

The employer brand needed to dramatise eNett’s fun, fast paced, customer focused, high performing culture to attract and keep the best people and drive a great employee experience that flows through to improved business performance.

Hard Edge created a range of impactful marketing collateral to launch the employer brand to all eNett staff globally and updated existing internal comms to reflect the new employer brand.

The employer brand, and associated initiatives, has resulted in very positive outcomes for eNett, with a +62 NPS score from new starters and 92% of employees saying they would recommend eNett as a great place to work.

 

Building unparalleled trust in Mercedes-Benz Insurance

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Mercedes-Benz Financial Services

Building unparalleled trust in Mercedes-Benz Insurance


Campaign strategy
Creative concept development
Graphic design
Copywriting
Video production


In the highly price-driven world of auto insurance, Mercedes-Benz Financial asked Hard Edge to create a campaign that differentiated its offering from lower-cost insurance providers and ultimately changed customers' attitudes and purchase behaviour when choosing their vehicle insurance. We developed a concept that amplified the key differentiators of Mercedes-Benz Insurance - safety, trust, peace of mind - in a range of visually disruptive creative executions. The campaign included print, video, digital and POS and was rolled out by Mercedes-Benz Financial in press, in dealerships and online. 

 

Ticking the box with world class design

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Mercedes-Benz

Ticking the box with world class design


Campaign management
Campaign strategy
Copywriting
Creative concept development
Graphic design
Production management


Recognised as best practice by Mercedes-Benz globally and nominated for a company global design award, the ‘Tick the Boxes’ campaign aimed to build market awareness of Mercedes-Benz’ fleet product and service offering and drive fleet sales enquiries.

Hard Edge produced a high-end DM piece that informed, excited and gave value to the intended high-level addressee. Mercedes-Benz Australia had never spoken at such a high level to potential fleet customers and was ecstatic with the result, with the DM piece effectively raising awareness and growing Mercedes-Benz fleet sales.