Cannes Contenders: McCann Melbourne

How will Australia perform at Cannes this year? In the lead up to the Festival, Campaign Brief will be showcasing the work we hope will impress the judges…

WorkSafe: Workplace Reflections
McCann Melbourne
WorkSafe is a government body responsible for keeping workplaces safe. Every day, people face the threat of physical and mental injury at work. While the presence of physical danger is quite evident, mental harm and bullying often goes unnoticed and ignored.

Workplace Reflections draws individuals into what outwardly seems like a beautifully designed mirrored structure. Once inside this space they are immersed in the confronting real stories of workplace bullying victims, and compelled to consider their own workplace behaviour. On exiting, they are encouraged to commit to changing this toxic work culture.

In 5 days, 1.2 million employees were reached. But most importantly, bullying became an open conversation in workplaces.

The installation is currently travelling to regional and rural town centres.