OMD wins $1.2m brief for SafeWork NSW’s ‘Irreplaceable’ campaign
OMD has secured a $1.2 million media brief to deliver the next phase of Safework NSW’s “Irreplaceable” campaign, aimed at reducing workplace injuries across the state.
The initiative first launched in June under a $2 million deal with 303 MullenLowe, featuring radio, television, and online video assets.
The campaign’s theme is captured by the tagline: “You’re important at work, but at home you’re irreplaceable.”
For the second stage, OMD will expand the initial media plan to include out-of-home, cinema, print, digital audio, social media, and targeted media for culturally and linguistically diverse (CALD) audiences, running until June 2026.
As part of the eight-month contract, OMD will oversee media strategy and planning, buying, campaign execution, management, reporting, and post-campaign analysis.
The campaign underscores a major branding milestone for SafeWork NSW, following its launch as a standalone government agency in 2024.
“The SafeWork NSW ‘Irreplaceable’ campaign was launched in June 2025 in response to workplace fatalities and injuries,” a department spokesperson said.
“Figures show an annual average of 52 work-related deaths in the three years leading up to its development—roughly one death every week The campaign is intended as a multi-year mass media initiative aimed at changing workplace behaviours in NSW.”
The NSW government announced it had allocated $2.9 million for the SafeWork “Irreplaceable” campaign in June.
At the time, SafeWork NSW executive director of strategic & corporate services Petrina Casey said she hoped the campaign “can drive home the message that while we may be important at work, the people we go home to at the end of the day are what matters most and if this can help drive some behavioural changes in the workplace, it’ll go a long way to saving lives.”
“We hope this campaign can drive home the message that while we may be important at work, the people we go home to at the end of the day are what matters most and if this can help drive some behavioural changes in the workplace, it’ll go a long way to saving lives,” Casey added.
OMD was appointed as NSW’s master media agency in October 2022 after a 12-month tender process.
