SEATBELT: HOTTIES MAKE IT A HABIT
YEAR
2025CLIENTS
Re:act Road Safety Program(UTS Industry Partners)
SCOPE
Visual & verbal identityBrand strategy
Campaign
THE BRIEF
The Re:act 2025 metro brief challenged tertiary students to design a positive behaviour change campaign that educates 17-25 year old drivers and passengers in Australia to wear their seatbelts and wear them correctly.
THE INSIGHT
In a primary research questionnaire of 62 respondents aged 17-25, I discovered that one in five young drivers and passengers already had an established habit of wearing their seatbelts.THE OUTCOME
Building on this key insight, I designed the campaign "hotties make it a habit" which positions seatbelts as a cool, attractive brand. Leveraging cultural and social media trends among Gen Z audiences, I used a bold, straightforward visual style with a catchy and humorous tagline to drive home the message that habitually wearing your seatbelt makes you a hottie. This campaign aims to make young drivers and passengers feel confident in themselves and form a positive association with habitually wearing their seatbelts, reinforcing safe behaviours on the roads.During concept testing, I found that 100% out of 24 respondents immediately understood that the message of the campaign is to wear your seatbelt habitually. This solidified that the bold, simple and straightforward design was successful in instantly delivering the brand message to the target audience. The bold, simple visual style also allows for expansion of the brand in different formats and increases public awareness of seatbelt safety.