Shift your Hattitude is a road safety campaign designed in collaboration with Caitlin Iacobucci, Chloe Gmehling and Maddy Merzvinskis for the Re:Act program run by Hard Edge in Melbourne. The campaign calls upon young people to shift their attitude when using the roads, bringing to light how we are many different types of road users.
The brief was all about increasing the sense of shared responsibility between different road user groups and changing behaviour to reduce crashes involving vulnerable road users. The key strategy for this campaign sought to break down the tribal mentality many road users have through the use of road user 'hats'. The aim was to highlight the fact that whilst some people may be drivers, they can also be pedestrians and cyclists too.
The series of posters created for the campaign act to humanise the typical road user. The aim was to break down the labels used for road users by reminding the audience that we can be multiple types.
Social media content aimed at engaging the target audience of 18 to 25 year olds. Modern media channels were used as this was the best way to target and engage our audience. This is an expansion of the message, providing a reminder that we are multiple types of road users, each with a role to play.
After pitching our campaign to Hard Edge in Melbourne, our campaign was picked up by the City of Port Phillip and implemented across their events for their Tour de Moray Festival in October 2019. The creative team got to spread their road safety message and interact with the locals of South Melbourne.
Thanks for checking out this project! :-)
