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Safework NSW avoids gore in new workplace safety campaign

Safework NSW has highlighted the simple dangers people face in the workplace in a new campaign which sidesteps the gore that has become the hallmark of workplace safety campaigns.

Safework NSW’s  campaign features people looking out for themselves

The work, by Banjo in Sydney, will run through to the end of May and highlights the shortcuts people often take to make their work easier.

Anchored in the line “Safety Starts With You”, it highlights a series of examples where people put themselves in danger.

In the ad a cleaner throws a dangerously worn power cord over her should, a carpenter props the safety shield of a circular saw out of the way with a pencil and a woman focuses on reading a document while walking across a busy factory floor in the path of a forklift.

The ad also features a repairman on a roof disconnecting his safety harness to access equipment that is out of reach.

Banjo managing partner Andrew Varasdi said that graphic campaigns were no longer working when it came to delivering safety messages in the workplace.

“Research told us that a blood and gore safety campaign was not going to change behaviour with our target audience,” Varasdi said.

“We developed a campaign that uses moments in a workday where people are taking a shortcut to remind them that their ‘she’ll be  right attitude is never right.”

Varasdi said the idea came out of the human desire for self-preservation.

“Self-preservation is our strongest and oldest need. We are first and foremost concerned with our own wellbeing. If we are so concerned with ourselves we are our own best safety officer.”

Credits:

  • Ben O’Brien, creative director – copywriter
  • ‘Raj Rabindranarth, creative director – head of art
  • David Jones-Hawk, art director
  • Sarah King, planning director
  • Ryan Barlow, general manager
  • Smita Yagnik, senior account director
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