The first campaign developed by the agency since its appointment by SafeWork NSW earlier this year, it aims to tackle the challenge of people collectively embracing workplace safety under a new platform of ‘Safe at work. There for them’.
The wide-reaching integrated campaign emphasises the key relationships at stake when it comes to staying safe at work, by contrasting empty workplaces against positive moments of reconnection as loved ones return home at the end of a workday. Several real families were cast in the campaign which will be seen across TV/BVOD, OOH, radio, online and social from this week, targeting multiple audiences including CALD communities (First Nations peoples, Arabic, Vietnamese, Hindi, Mandarin, Cantonese and Korean among others).
303 MullenLowe Sydney CEO Joanna Gray said the campaign aimed to reduce the number of workplace fatalities, injuries, illnesses and serious claims related to both physical and psycho-social incidents such as workplace bullying across NSW: “Even if people’s instinct for self-preservation isn’t enough to drive a significant change in workplace behaviours, reframing it as ultimately impacting those they love transforms the message into a powerful reminder that’s difficult to ignore.”
The campaign is spearheaded by hero films created in collaboration with Finch and director Paola Morabito.
Adds Gray: “We are honoured to work with the team at Department of Customer Services to bring this campaign to market. The agency has come together with the client team in a meeting of the minds – both teams senior, streamlined, nimble and delivering a campaign of complexity and scale with excellence.”
