WorkSafe helps young workers recognise when things feel a bit ‘UMM…’ via SICKDOGWOLFMAN
Due to a lack of experience and on-site education, young workers, aged 15 to 24, are considered some of the most vulnerable in the workforce. To connect with the audience and assist in recognising what is and isn’t acceptable, WorkSafe Victoria has again engaged SICKDOGWOLFMAN to expand on the ‘UMM…’ campaign launched in 2022.
The new campaign utilises ‘UMM…’, a visual and verbal representation of when something doesn’t feel quite right, to help young workers identify workplace issues like sexual harassment, insufficient safety equipment, bullying and aggression, and empower them to seek support with WorkSafe.
Says James Orr, creative director and co-founder, SICKDOGWOLFMAN: “With campaigns of this nature, there’s a huge amount of effort that goes into getting the subtle balance of tone right. It needs to be insightful and true but just as importantly engaging. It can’t make light of such a serious situation, but also can’t come across as a heavy handed point of authority. To see it resonate with young workers is testament to all involved.”
Initially existing in a series of still executions, SICKDOGWOLFMAN this time teamed with Matt Weston to bring ‘UMM…’ to life across six films and will support the campaign with digital and social executions.
‘UMM…’ talks to the diverse range of workplaces and situations young people can find themselves in.
Says Sam Jenkin, executive director external affairs WorkSafe: “We were looking for a creative approach to support communications to young workers; a vulnerable and sometimes difficult group to engage in occupational health and safety.
“The UMM campaign is a clever response that allows us to talk about real and relevant workplace safety examples that young workers can relate to, in an informal tone that doesn’t detract from the seriousness of the issue.
“We’re excited to deliver the next iteration of UMM and continue to reduce workplace harm for young workers.”
Agency: SICKDOGWOLFMAN
James Orr, Creative Director
Jess Wheeler, Creative Director
Jake Turnbull, Design Director
Jarrick Lay, Business Director
Alberta Gunner, Copywriter
Celeste Watson, Art Director
Caterina O’Brien, Senior Account Manager
Hannah Clements, Account Manager
Seonaid Drummond, Producer
Rohan Hill, Designer
Adam Groeneveld, Designer
Client: WorkSafe Victoria
Danica Harris, Director – Marketing
Jessica McGlinchey, Manager – Marketing
Natalie Bugler, Marketing & Communications Advisor
Olivia Benic, Marketing & Communications Advisor
Steph Johnson, Marketing Support Officer
Matt Weston, Director
Giordi Caputo, Producer
Simon J Walsh, DOP
Highway Casting, Casting Agent
Matt Weston, Offline
Kelly Sheeran, Online & VFX
Matt Fezz, Grade
17 Comments
Is it just me or are these really patronising?
It’s just you.
Brilliant response to a govt brief like this
Much better than the work TBWA did. Nice, will be liked.
Now I feel jealous. Great stuff.
Fun stuff. And to the point. Me likey.
Geez, this is a pretty damn good response to a tough brief.
so good,most agencies would’ve swung and missed at a brief like this
There is a long running work safety campaign in NZ called “Have a Hmmm”
Yeah really good one.
It’s not that good.
But I do like that formula for a government brief.
These ads infantilise victims of harassment. Also, very wacky performances that trivialise the moments… Cute mascot though.
“Know what to do next” as the end line with no solve when it’s targeted to young workers? How does the help them know what to do next?
19 directed by men.
1 directed by a woman.
Admire this work, a non-gender specific approach focusing on the act, rather than getting caught up in the gender story.
Contrary to what some silly bonehead said in the comments, it does not trivialise the indecent acts, it demonstrates the act itself, more clearly – in a fresh way.
…It’s my bro! And my other long lost bro!