WorkSafe Victoria says workplace violence and aggression is ‘never ok’ in latest campaign via TBWA\Melbourne and FINCH
WorkSafe Victoria has launched a new campaign, created by TBWA\Melbourne in partnership with FINCH, which aims to further the education of Victorians around violence and aggression towards workers.
As an evolution of its 2017 campaign which focused on the healthcare industry, WorkSafe has extended the “it’s never ok” message into other industry sectors to demonstrate the full spectrum of violence and aggression which too many Victorian workers are unfairly faced with every day.
Says Kristy Taylor, director of marketing, WorkSafe Victoria: “The ultimate goal is to reduce the incidents of violence and aggression in Victorian workplaces. We are proud of this campaign and hope that it is effective in driving behaviour change.”
Utilising a confronting point of view technique, the campaign aims to put the audience in the shoes of workers to drive empathy and understanding, and ultimately prompt reflection on their own behaviour. Employers and employees will also be reached through targeted comms.
The campaign is supported across television, cinema, social, out of home and high impact digital and will run from May 16 – June 27.
Creative agency: TBWA\Melbourne
Client: WorkSafe Victoria
Kristy Taylor: Director – Marketing and Communications
Jessica McGlinchey: Manager – Marketing
Chelsea Nankervis: Senior Marketing & Communications Advisor
Lauren Conte: Marketing & Communications Advisor
Production Company: FINCH
Director: Derin Seale
Executive Producer: Corey Esse
Producer: Annatara Clark-Sneddon
Cinematographer: Danny Ruhlmann
Post Production: Arc Edit
Editor: Graeme Pereira
Colourist: Martin Greer
Stills Photography: Paul Hermes
Music & Sound: Squeak E Clean
Producer: Alice Vanderwey
Composer: Paul LeCouteur
Sound Designer: Paul LeCouteur
Media: Mediacom
12 Comments
Horrible to watch.
When clients make ads…it’s never OK.
An agency that’s currently imploding.
Lost ANZ, lost Origin, Medibank is up for pitch and word on the street is Worksafe aren’t happy either.
It’s just the nature of the industry mate – sometimes you’re the windshield and sometimes you’re the bug. I wouldn’t say they’re on the ropes just yet.
I remember when ads weren’t just a straightforward dramatisation of the problem. Instead they had ideas. It was better then.
Horrible performances.
Hard to see how this changes behaviour.
Triggering for the abused, unrelatable to abusers.
It would test well in the focus groups of neither, lots of nodding that violence against workers is indeed bad.
Here’s hoping WorkSafe & TBWA bounce back.
This is tax payers money
I’d prefer the money was spent on cartier watches.
Ask the 30+ staff who are about to be made redundant whether they feel like the windshield or the bug.
I am writing about my experience with workplace violence. My husband has assaulted at his workplace by a coworker, he has a broken nose did two surgeries, and suffering severe depression. The employer breaches the law, did not respond to WorkCover, did not follow the policy and procedure about workplace violence. I inform WorkSafe about contravention of the OHS act, then I received an outcome from Worksafe the employer did reasonable practicable about workplace violence. Then I report to the review department of WorkSafe, I got a review outcome for the reinvestigation and issue an improvement notice against the business. Still waiting for the result.
I read the all relevant details in WorkSafe about the OHS act law. Everything has mentioned clearly but the law is not implementing for the victim. I sadly inform you it is good to educate the community about workplace violence, but you have to train your staff as it is to implement the law against the person or business that breaches the law. If not the campaign only wastes the money nothing in practice.
Low end visuals, overworked colour grades that are too stylised and an absolute lack of research …..these are awful… but hey who cares right.. ps who is TBWA?
Can you guys hear a sound at the end