Worksafe Victoria uses sensationalised clickbait to spread safety videos
Facebook videos entitled with headlines such as ‘You won’t believe what happens when supervisor asks young worker to climb roof’ are being used by Worksafe Victoria to trick people to engage with its safety videos.
The latest campaign from Naked uses what appears to be candid camera videos of people in workplace situations in a kitchen, building site, warehouse and shop storeroom, with a manager asking a more junior staff member to do something unsafe and each time the junior says they ‘can’t do it’, and the manager agrees.
The junior then turns to the camera and explains while people “probably thought” they were going to see them hurt themselves they were within their rights to say ‘no’.
Worksafe-Retail from Naked Communications on Vimeo.
According to the press release “the campaign takes dark curiosity – along with the sensationalism of clickbait headlines – and turns it into a force for good”.
Jon Burden, executive creative director at Naked, said: “Human beings can be a dark bunch, which is why car crash stories and shark attacks are often the most read articles in newsfeeds.
“The fact that so many accidents are now caught on CCTV just feeds this curiosity with other people’s misfortune. This campaign is one of those cases where our target audiences’ fascination with the problem presented the perfect solution.”
Worksafe-Hospitality from Naked Communications on Vimeo.
Meg Tempest, communications program manager at WorkSafe, said: “The health and safety of young workers is important to everyone, and a strategic priority area for WorkSafe Victoria. This campaign is designed to empower young workers and make them aware that a workplace injury could affect them for the rest of their lives.”
The videos are being spread through a range of online environments.
Worksafe-Manufacturing from Naked Communications on Vimeo.
Worksafe-Construction from Naked Communications on Vimeo.
This feels like an insight made for TV – not social.
I watched and waited and thought it was kind of clever, but I’d be amazed if anyone shares it.
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People don’t need to share it. I’m sure it will get likes so it will appear in newsfeeds that way, and also WorkSafe will no doubt promote them to appear in newsfeeds. I think this is a brilliant campaign.
Besides, when have to you see TV stations broadcast dodgy video lifted from CCTV?
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