Incolink encourages tradies to ‘Drop The Act’ via The Shannon Company
Workers’ entitlement scheme Incolink has launched a new campaign in a bid to normalise tradies talking about mental health, in collaboration with creative agency The Shannon Company.
The suicide prevention campaign – ‘Drop The Act’ – leverages insights that construction worker culture is all about tough, stoic men who typically bottle up their feelings.
“Those in the construction industry are over 50 per cent more likely to take their own lives than people from other industries,” Erik Locke, CEO of Incolink, explained.
“This could be due to a number of factors including workload stresses, worn out after years of physical toil on the job, financial pressures, substance abuse, relationship breakdowns, and more.”
The spots present audiences with humorous scenarios depicting workers acting tough to hide their feelings. Their co-workers see through the façade, they ‘drop the act’, and talk about what’s bothering them.
“‘Drop The Act’ aims to inspire those suffering and peers to work together to connect suffering workmates with the brilliant help that is available through Incolink,” said David Dumas, group business director at The Shannon Company.
The campaign is being promoted through Incolink’s social channels, as well as through its partner organisations – CFMEU, PPTEU, Master Builders and Master Plumbers.
The agency also recently launched work for its long-term partner, Industry Super Australia, expanding on its iconic ‘Compare the Pair’ brand platform.
Credits:
The Shannon Company:
Creative team – Harry Bastin, Jaksen Daddo
Creative director – Stuart Nightingale
Director – James Shannon
Producer – Beaver
Client service – David Dumas
Incolink:
Christian Bombig – Executive general manager
Peter Giles – Marketing and communications manager
Yvonne Bird – Manager, Mindhealth and programs
Sarah Klitzing – Digital communications specialist
Alexander Gudic-Hay – Marketing and communications assistant
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Lauren McNamara is a journalist at Mumbrella, covering the creative and PR beat. She joined in November 2022 as editorial assistant, after completing a Bachelor of Communications (Journalism) at UTS.
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topics
construction workers
David Dumas
Erik Locke
Incolink
mental health
The Shannon Company
tradies
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