New campaign from WorkSafe Victoria reaffirms that violence is ‘never ok’

WorkSafe Victoria has launched a new campaign aimed at educating Victorians on the violence and aggression workers face every day.

The campaign was created by TBWA\Melbourne in partnership with production company Finch, and addresses the fact that it is ‘never ok’ to be violent or aggressive to someone in the workplace.

The ‘it’s never ok’ platform is an evolution of the 2017 campaign which focused on the healthcare industry, this time extending the message to apply to all industry sectors, reflecting the treatment many Victorians face on a daily basis.

Kristy Taylor, director of marketing at WorkSafe Victoria, said: “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.”

Image asset from the campaign

In the campaign, we see a point of view perspective from workers across several industries including a bus driver, barista, care facility worker, supermarket assistant and more experiencing hostile behaviour from members of the public.

TBWA said that by “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”.

The WorkSafe creative account was out to pitch in late 2019, previously held by McCann.

The campaign will be covered across TV, cinema, socials OOH and digital from 16 May to 27 June.


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

Music & Sound: Squeak E Clean
Producer: Alice Vanderwey
Composer: Paul LeCouteur
Sound Designer: Paul LeCouteur

Media: Mediacom


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