Re:act Community Change Project
Hard Edge x Swinburne University
Brand identity development
Digital design & build
The Re:act annual behavioural change project challenges university design students to create a campaign that changes behaviour among 18-25s around a key road safety and social issue. Conceptualised, planned and executed by Hard Edge in collaboration with Swinburne University, the initiative grew out of Hard Edge MD Andrew Hardwick’s membership of a committee of the National Road Safety Partnership Program (NRSPP), of which Hard Edge is a partner. Several community organisations with a passion for road safety also supported Re:act from inception including TAC, RACV, Transurban and ARRB Group, which coordinates the NRSPP.
In addition to conceiving Re:act and getting project partners on board, Hard Edge manages Re:act from end-to-end including developing and delivering the annual brief, designing a PR strategy and producing content, developing the Re:act website and, in partnership with project partners, providing feedback to students and judging entries. Annual Re:act winners work with Hard Edge to develop their campaign for rollout across Swinburne.