Student road safety campaign launches in London, supported by FIA Foundation

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The ‘Eyes Up, Phones Down’ campaign poster displayed on a billboard overlooking the A40 in London.
The ‘Eyes Up, Phones Down’ campaign poster displayed on a billboard overlooking the A40 in London.
Watch how the international RE:ACT 2020 campaign came together.

A road safety campaign created by a London College of Communication (LCC) student is featuring on prominent London billboards in an initiative  supported by FIA Foundation, Transport for London, Zurich Insurance and Ocean Outdoors.

The ‘Eyes Up, Phones Down’ campaign was created by Reana Kerai, as part of the Re:act international road safety behaviour change programme, to highlight the road safety topic of distraction and has been displayed during UN Global Road Safety Week at the A40 at Gypsy Corner, the first major junction out of West London, and at Europe’s largest shopping centre, Westfield London.

Design students at LCC learnt about road safety and researched the challenges in the city for young people before developing campaigns to target safety improvements for their peers. The London Re:act 2020 programme is the first international expansion of the initiative of Australian creative behavioural change agency Hard Edge to challenge university and college students to raise awareness of road safety issues among 16-25 year olds. Now in its sixth year, the Re:act program is also running in Melbourne with Swinburne University, Sydney at University of Technology Sydney, Queensland University of Technology in Brisbane, and Curtin University in Perth. There are plans for further international expansion into Europe, the United States and South America.

Andrew Hardwick, Re:act and Hard Edge Founder, said displaying the ‘Eyes Up, Phones Down’ campaign in public had been delayed because of the COVID-19 pandemic.

"It is fantastic that after the challenges of the past year, this Re:act London campaign has finally been  launched, particularly at a time when attention turns to the importance of road safety," he said. "It is thanks to the generosity and support of Ocean Outdoor, and the continuing commitment of Re:act’s  program partners, that this is  able to come to fruition."

FIA Foundation Media & Public Affairs Manager Kate Turner added: "The FIA Foundation is very pleased  to support the Re:act program, which has engaged a creative cohort of students at LCC to consider the challenges of and solutions to the risks on London’s roads. Young people across the world are leading the call for safer streets, holding up a mirror to show decision makers and society that the status quo, where road injury is the leading cause of death from the ages of five to 29, is unacceptable. It is fitting the 'Eyes Up' campaign launches during UN Global Road Safety Week, to support the call to action to deliver streets for life."

Reana Kerai was an LCC student participating in Re:act when she created the 'Eyes Up' campaign. "I’m so excited and grateful that my work is on billboards in London," she said. "It is amazing to see my campaign around London and hopefully this will bring more awareness to distraction on our roads and how important road safety really is."

Ocean Outdoor Chief Revenue Officer Nick Shaw said: "Ocean's screens are an important part of the fabric of the communities and cities where we operate. Road safety is an incredibly important issue and we are pleased to support this campaign, which will reach literally thousands of young people on the streets where it matters most. Congratulations to Reana and all the other students who took part in Re:act."

Visit to learn more about the Re:act program.