Brief:

In 2025, Re:act invited young creatives in Sydney to develop a positive campaign promoting seatbelt safety. My concept was selected to represent the University of Technology Sydney. The campaign reframes seatbelt use as a confident, smart decision - something that feels good because it reflects personal responsibility. Through research, I found that many 18–25-year-olds either don’t wear a seatbelt or wear it incorrectly. My campaign responds directly to this, using humour and social norms to position seatbelt use as smart, attractive, and socially expected.