WorkSafe Victoria calls for end to gendered workplace violence via TBWA\Melbourne and OMD

WorkSafe Victoria has launched a new campaign calling to end gendered workplace violence via TBWA\Melbourne and OMD.

The ‘it comes in many forms’ campaign addresses the many forms gendered violence can take, via a powerful visual representation of the term in the form of an ominous black cloud of dust.

A survey from the Australian Human Rights Commission in 2018 found that nationally, one in three people had been sexually harassed at work in the past five years. Even more staggering, more than 80 per cent of these incidents had never been reported through formal channels.

Based on the research, the work seeks to remind viewers that gendered violence is never ‘just part of the job’ and employers have a duty to take all reasonable steps to prevent it, in all of the various forms in may manifest within a workplace. It has been designed to to educate employers about their obligations under the Occupational Health and Safety Act and empower employees to speak up to protect those workers who are more likely to experience work-related gendered violence, including women, young workers, workers who are LGBTIQA+, from culturally diverse or migrant backgrounds, with disability, and Aboriginal and Torres Strait Islander workers.

The campaign features a 30-second spot set in an empty office, depicting a black cloud shifting and morphing into shapes that represent the different kinds of inappropriate behaviours that can constitute gendered violence, including verbal abuse, stalking, threats, unwelcomed comments, or physical harm.

“Our research shows that many people don’t understand the term gendered violence and what it entails. This campaign ensures employers know their obligations and workers understand that they have rights under the OHS Act,” said WorkSafe executive director of external affairs, Sam Jenkin.

“The harm caused by work-related gendered violence can end careers, damage mental health, ruin relationships, even destroy lives,” added WorkSafe executive director of health and safety Narelle Beer.

“That’s why WorkSafe is putting employers on notice and reminding them of their obligation to ensure that sexism, homophobic comments, workplace aggression, and discriminatory language doesn’t occur in the workplace.”

Victorian minister for workplace safety, Ingrid Stitt highlighted the importance of workers feeling “safe and respected at work regardless of their gender or sexual orientation.”

“Any form of work-related gendered violence is unacceptable and this campaign makes that clear. It’s never ok and employers have a duty to call it out,” she added.

The campaign is now live across cinemas, social media, online, print and radio.


Creative agency: TBWA\Melbourne

Client: WorkSafe Victoria
Kristy Taylor: Director, Marketing
Jessica McGlinchey: Marketing Manager
Chelsea Nankervis: Senior Marketing & Communications Advisor

Production Company: Heckler

Media: OMD


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