WA Police Union highlights the lack of workers’ compensation cover for police officers using a crackhouse experience via J Walter Thompson
J Walter Thompson Perth has released a cracking campaign for the WA Police Union. The campaign highlights the fact that despite putting their lives on the line every day, WA police officers are not covered by workers’ compensation.
The Crackhouse Experience involved sending unsuspecting civilian volunteers into a true-to-life recreation of a suburban drug lab. The inhabitants were played by actors and the action was captured by 18 hidden cameras. The volunteers had no idea the house was a set-up. The footage was used to create a film for PR and social media..
The Crackhouse Experience is the first major execution of the ‘It’s tough enough’ campaign, recently developed by J. Walter Thompson, and is designed to highlight how unreasonable it is that WA Police are not covered by workers’ compensation.
The experience was made possible by Gettin Hectic Experiential Marketing and filmmakers, Purple Ace Group. The campaign was created by creative team Tim Newton and Wilora Keeley.
10 Comments
This works very well.
Powerful, makes the point and will get noticed.
Well done JWT
Great cause. But no-one is going to spend 5 minutes watching this.
And who exactly is the audience? Seems a little wide of the target… public opinion won’t make a lick of difference.
The audience is obviously award judges.
Eh, looks like over half a million people have spent 5mins watching it…
With the caveat of I hate having to watch ‘online’, it’s usually overly long and boring, this was engaging and the messaging at the end poignant.
Well done Wil and Tim and the JWT team supporting them.
Politicians make decisions based on public opinion, so the target audience seems spot on to me
?
Vimeo Stats show 46k views.
3/4 of which came over two days.
That’s what an email blast to police union will do.
Powerful. Nice work people.
Over 736,000 views on Perth Now:
https://www.facebook.com/perthnow/videos/vb.92409946191/10153673848711192/?type=2&theater
It’s a really nice idea. Being nit picky I know, but I just wish one of those 18 hidden cameras had got closer in on the volunteer’s reactions. It can be done, I’ve seen it on candid camera etc… But the idea still wins for me.