WorkSafe says ‘Umm’ to youth in unsafe workplaces in social campaign

WorkSafe has launched a campaign, titled ‘Umm…’ targeted towards workers aged 15 to 24 via SDWM.

The campaign, which is on socials with ambitions to be on more channels, features a yellow monster dealing with unsafe workplaces.

Some of the assets for the campaign

‘Umm…’ builds on WorkSafe’s ongoing ‘Unsafe is Always Unacceptable’ campaign, and talks to the diverse range of workplaces and situations young people can find themselves in.

WorkSafe executive director health and safety Narelle Beer said: “Like many young workers ‘UMM…’ is eager to make a good impression but can feel a little awkward about speaking up if something feels unsafe. No worker should ever feel unsafe. We’ve all experienced that ‘Umm…’ feeling before, so we want to empower young people to better understand their rights and feel confident speaking up when something isn’t safe.”

SDWM creative director and founder James Orr added: “We wanted to find a way to engage an audience that’s typically hard to hold, and translate this serious issue into a creative strategy that not only resonates, but educates as well. For us, this campaign was really an opportunity to give young people a language that can help them identify this feeling in the moment and take action moving forward.”

SDWM was recently named as Nando’s creative agency of record.


Agency: SDWM
James Orr, Creative Director
Jake Turnbull, Design Director
Jarrick Lay, Business Director
Alberta Gunner, Copywriter
Celeste Watson, Art Director

Kean Szczur, Art Director
Caterina O’Brien, Account Manager
Bella Plush, Designer
Sebastian Covino, Copywriter

3D Illustrator: Jungmin Studio

Client: WorkSafe Victoria


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