WorkSafe - The Most Important Word in the Workplace

Research and experience mapping to inform the next era of engagement with young Victorian employees and employers.

Young people are the some of the most vulnerable people in the workplace. And even though everyone in Victoria knows who WorkSafe is, their reputation is either trapped in 90s advertising or regulator. SDWM needed to find a way to cut through and resonate with an audience who only know the brand from as an authoritative regulator communicating high impact consequential ads.

In 2022, WorkSafe Victoria launched its new “Umm” workplace safety platform, aimed at driving greater awareness, relevance and reporting on unlawful workplace behaviours and practices.

In partnership with SDWM and WorkSafe we helped optimise and frame the GTM campaign with a research first approach. This ultimately flowed through to critical workplace and industry touch-points for employers and young workers across bought, owned and earned channels.

By working closely with WorkSafe and the creative agency, we ensured campaign engagement extended from broadcast communications to the moments of greatest impact in the working day.