‘Let’s ride’: post-pandemic behaviour change

RACV

‘Let’s ride’: post-pandemic behaviour change

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Discovery
Research
Naming
Behaviour change strategy
Brand identity
Website UI

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The COVID-19 pandemic saw a significant increase in the use of bicycles for recreation. Three Melbourne councils viewed this as an unprecedented opportunity to also encourage and promote bicycles as a viable transport alternative when people returned to work.

Hard Edge was engaged, as part of the chosen consortium led by RACV, to create a brand for the behaviour change program to encourage existing and new riders to increase their use of bikes for transport, in particular those who started cycling during the pandemic.

Hard Edge conducted a Discovery Session with major stakeholders before creating and developing the ‘Let’s Ride, Melbourne’ brand to normalise bike riding and highlight it as a fun, convenient and accessible way of moving for everyday activities, commuting and recreation.

A comprehensive suite of deliverables included brand personality, messaging and tone of voice; campaign logo, name, tagline and copywriting; concept development for outdoor advertising creative; and campaign website and social media.

Hard Edge met a demanding campaign timeline and deliverables were very well received by all stakeholders, with the brand described as ‘unifying and inspiring’ in the program evaluation: ‘It provided a strong visual identity and brought personality and fun to the program.’

The campaign successfully changed behaviour, with more people riding more for transport and feeling more motivated and confident to do so, and achieved a wide reach in 2½ months in market:

• 16,000 people participated in or engaged with the program

• An estimated 2-2.5m people were reached through broad media channels and 1-1.5 million through other channels.

The ‘Let's Ride, Melbourne’ website, set up as a low-cost hub for the campaign, attracted almost 6,000 unique visitors, 12,000 page views and 7,000 website sessions in its first four weeks.

Re:act 2020 road safety campaigns shine

Re:act is an initiative of Hard Edge

Re:act 2020 road safety campaigns shine

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Four striking and innovative road safety campaigns, developed by university students to change behaviour among their peers, were selected as part of Re:act 2020, despite the unforeseen challenges of a global pandemic.

Re:act is a road safety behaviour change program that challenges communication design and advertising students to create targeted education campaigns aimed at young roads users. The Re:act 2020 topic was distraction.

In its fifth year, Re:act 2020 started strongly, expanding internationally by launching in London at the start of the year. Then the pandemic halted travel and restricted face-to-face sessions. However, the program adapted, with students connecting with each other, lecturers and industry partners online.

Despite the challenges, students produced outstanding campaigns. The four selected by industry panels were: ‘Killer playlist’ (Sydney), ‘You miss a lot when you’re distracted’ (Melbourne), ‘Where’s your sense?’ (Brisbane) and ‘Eyes up, phones down’ (London). University and industry partner feedback praised the high standard of work produced and participating students also had a positive experience, with 93 per cent saying they would recommend the program.

Re:act continues to go from strength to strength. The three Australian campaigns will be executed in their home capital cities across hundreds of digital billboards, through a partnership with oOh!media; a program documentary is expected to be released in late 2020; and further expansion across Australia and internationally is planned for 2021.

Visit reactforchange.com to find out more about Re:act or see the 2020 campaigns.

MyPlace work from home campaign

MyPlace is an initiative of Hard Edge

MyPlace work from home campaign

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Almost 90 per cent of organisations are encouraging or requiring employees to work from home in these challenging times. Even when things start to return to normal – whatever that looks like – many people will still be working from home.

The MyPlace campaign was developed by behaviour change creative agency Hard Edge in conjunction with partners to provide employers with useful information to help them navigate this sudden change to our world and our workplaces.

MyPlace was developed as a wholistic approach to engage and support employees working from home and equip employers with the necessary tools and knowledge to connect with and develop their people while maintaining performance and wellbeing.

MyPlace can also be engaged to devise and deliver bespoke programs, informed by a discovery session, for organisations. All programs are developed using Hard Edge’s Educate, Motivate, Facilitate, and Sustain behaviour change methodology.

Road safety from every angle

Australian Trucking Association (ATA)

Road safety from every angle

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Research
Concept development
Branding
UX
Content development
Video and VR production
Interactive digital interface development
Data capture
Website development

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The Australian Trucking Association (ATA) partnered with Hard Edge to connect young inexperienced drivers with the road safety messages of the Volvo ATA Safety Truck.

The ATA tasked Hard Edge with revamping the travelling road safety exhibition, including distinctive new branding and an interactive and engaging experience inside the truck, incorporating virtual reality, videos and interactive messaging. The redesign project also included the new SafeT360 website, making the ‘on-location’ Safety Truck experience available online and allowing participants to share their experience.

The Volvo ATA Safety Truck redesign and SafeT360 website project was unveiled by the Australian Deputy Prime Minister. It is estimated the new Safety Truck will travel 100,000km and engage 55,000 young Australians with road safety messages in its first 12 months. As well as the project-specific website, its reach will be amplified via a wider communications campaign, including social media and television commercials.

www.safet360.com.au

Media Release

Video celebrates culture and spirit of workforce

Note Printing Australia

Video celebrates culture and spirit of workforce

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Campaign concept development
Scriptwriting
Creative
Video and radio production

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Note Printing Australia (NPA) has long been an active and important player in the global banknote industry. NPA engaged Hard Edge to produce a brand video that would increase brand presence and understanding of its unique positioning among customers as well as boost staff morale and engagement. 

The video brought to life the experience that its customers can expect when working with NPA, characterised by its ‘Spirit of High Security’ tagline. This customer experience includes the attention to detail and the commitment of its people and the passion they have for their work, which forms the foundation of the organisation’s strong reputation. This is why NPA staff were ‘heroed’ in the video, which reinforces NPA’s reputation for producing high quality security documents.

The video has been endorsed by key stakeholders, appreciated by customers, and has strengthened NPA’s culture.

www.noteprinting.com

‘Heads Up!’ positive behaviour change campaign

Transport for NSW

‘Heads Up!’ positive behaviour change campaign

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Campaign concept development
Scriptwriting
Creative
Video and radio production

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With Sydney’s light rail set to open in late 2019, Transport for NSW engaged Hard Edge to develop and produce a behaviour change campaign to help pedestrians, cyclists and motorists stay safe.

Research and insights from an initial brief highlighted the challenge of educating a diverse audience about the new light rail system, and how to interact with it. This informed development of the ‘Heads Up!’ campaign, and resulted in a focus on positive behaviours around light rail.

Giving someone a ‘heads up’ is to give them advanced notice, in a friendly manner. In this case, the double meaning in providing education as well as encouraging the public literally to look up from the ground or their phone, was an effective way to convey that campaign messages were worth listening to. Featuring male and female National Rugby League legends and current players in the video enabled fun and light-hearted delivery of public safety messages.

The final video also included four ‘cut downs’. Suitable for sharing via social media, each reinforced desired behaviours: avoiding distraction, crossing at designated crossings, cyclists crossing tracks at right angles, and following height restrictions.

The campaign tested extremely positively across social, OOH, and radio, and the ‘Heads Up!’ catch cry remains ongoing.

sydneylightrail.transport.nsw.gov.au/safety

Radio

Media Release

Creating a powerful employer brand

eNett International

Creating a powerful employer brand  

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

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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.

Re:act behaviour change initiative

Re:act is an initiative of Hard Edge

Re:act behaviour change program

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

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Founded by Hard Edge, Re:act gives university students the opportunity to engage with industry on a road safety issue where 18-25 year olds are over-represented and develop a behavioural change campaign that will positively influence the communities they live in.

The Re:act brand was designed to look and feel progressive and, at the same time, educational. Our approach was to create a memorable dynamic logo, minimal colour palette and a tone of voice that appealed to the target audience. University, industry and government partners needed to feel they were participating in a progressive road safety youth program that changes behaviour, creates awareness and engagement, and educates a younger audience and future road users. It was critical participating university students had a sense of working on a ‘real-life’ campaign and being given a voice, as the future of our roads. The Re:act brand is positioned as a proven thought leader for industry and government bodies, empowering youth to share and develop their ideas with road safety professionals to reduce road trauma, locally and globally.

Re:act is run in partnership with Australian and overseas universities and is supported by several leading industry and government partners, including Australia Post, CarrsQ, Department of Transport & Main Roads Queensland, FIA Foundation, IAG, National Road Safety Partnership Program, Pepsi, RACV, Rio Tinto, Telstra, Transport Accident Commission, Transport for NSW Centre for Road Safety, Transport for London, Transurban, VicRoads, and Zurich. The Re:act brand, recently updated to reflect significant growth in the past 18 months, needed to reflect this wide-ranging, high-level support.

www.reactforchange.com