No One Likes a Yapper Campaign
Re:act for change
2024
A playful and relatable road safety campaign encouraging young Australians to limit mobile phone distractions through Gen Z-driven messaging.
A behaviour change campaign that leverages contemporary language and cultural cues to engage young drivers and pedestrians, transforming a safety message into a shared social statement.
Their story
Re:Act is an initiative that challenges university students to create awareness campaigns tackling road safety issues among 17–25-year-olds. The 2024 brief focused on reducing mobile phone distractions for drivers or pedestrians—a challenge often met with disengagement when framed through traditional safety messaging. The campaign needed to cut through by speaking the audience’s language, capturing their attention in a positive, culturally relevant way.
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Our solution
No One Likes a Yapper reimagined distracted driving through humour and peer relatability, using a familiar Gen Z expression to create instant recognition. The campaign positioned safe driving not as a restriction, but as a social norm—reinforced through bold typography, striking visuals, and conversational tone. By connecting to youth culture and reframing responsibility as something socially valued, the campaign encouraged meaningful engagement and lasting behavioural change.
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