Australian Physio Association recruits Dave Hughes to front ‘Tradies National Health Month’

The Australian Physiotherapy Association (APA) is targeting tradies in a new campaign encouraging them to be more away of their health and safety at work.

Fronted by Dave Hughes, the online video is part of a campaign for “Tradies National Health Month” an initiative launched by the APA and its partner Steel Blue last year. It sees Hughes saying comments along the theme of “shit tradies never say”.

Ruth Heenan, general manager of marketing for APA, told Mumbrella: “We invented it last year. The idea for the campaign came from a physiotherapy point of view the risk of muscular skeletal conditions on people working in trades and the prevalence of them and the impact they have on tradies and their personal life.

“We were aware that communicating with that target audience was going to be different. We didn’t want to go out with a broadcast message, we wanted the message to be engaging and that’s how we came up with the idea of using the Dave Hughes video.”

This years campaign is the first time it has had ambassadors with The Block’s Kyal and Kara joining alongside Hughes.

The videos are housed on a website which also allows users to play the ‘Pain Breaker’ game, developed by Do Consulting, which users can play as either Hughes, Kyal or Kara. The game sees the player need to remain hydrated, avoid hamburgers and visit the physio.

Tradies game

The industry association worked with Armchair Safari’s Tim Thatcher and Cameron Smith on the videos while Do Consulting built the website that houses the videos and the game. Red Agency handled the PR for the campaign.

“We’re looking at this multichannel way of getting the message across so that people walk away with an understanding that they shouldn’t ignore pain in the workplace but doing it in a way that’s engaging and not alienating,” said Heenan.



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