re:act is a program aimed at improving young people’s road safety, and is run in partnership with local government bodies and training institutions. 2024’s program aim was to reduce rural tradie and apprentices’ phone use in road spaces.

The Phone Down Mate campaign is designed to appeal to the target audience through themes, colours and typography seen on the worksite, and utilises the selective attention theory to increase engagement and content sharing on social media.

My submission to the program was shortlisted by the panel for it’s engaging concept, approach and engagement efficacy with the target audience.