WorkSafe Victoria turns to mobile to get tradies talking about safety

A new mobile campaign by WorkSafe Victoria has launched to encourage tradies to talk about safety – it is the first time the advertiser has used the mobile medium.

Built as a digital quiz, Top Tradie, the campaign aims to see teams of tradies compete for weekly prizes by answering a mix of sport and safety questions.

Prizes for the top teams include sports packages, footy tickets and vouchers. The final winning team will win four tickets to one of Victoria’s premier motorcycle events.

Top Tradie was created with the help of cross-media PR agency Keep Left and mobile agency jTribe. The quiz is accessible by both an m-site and from computer and supported through social media.

Reportedly 20 Victorian trades were injured every week last year, costing the industry $17m in medical costs, wages and other expenses.

Lisa Sturzenegger, WorkSafe’s general manager for operations said: “Tradies, particularly those working on housing construction sites have typically been difficult for us to reach. Research conducted last year told us that tradies were most receptive to safety messages online, particularly when accessible via smartphone.”

Last month, Naked Communications released a video based on 1960’s obedience experiments by Stanley Milgram to illustrate the importance of workers to judge for themselves if something is dangerous in the workplace.


Client – WorkSafe Victoria
PR Agency – Keep Left
Mobile agency – jTribe


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