WorkSafe Victoria launches Clickbait Safety Announcements for young workers via Naked
WorkSafe Victoria has partnered with Naked to launch a new campaign to drive awareness of workplace rights among young workers in Victoria.
Because they are new to the workforce, young workers are vulnerable because they are often unaware of their workplace rights and feel obligated to do as they are told, even in potentially dangerous situations.
To encourage young people to speak up if they feel unsafe at work, Naked has created Clickbait Safety Announcements.
Workplace safety is rarely a priority for busy young people, and traditional workplace safety advertising can be dismissed. Consequently, the campaign sought a more relevant way of reaching the target audience.
The campaign takes dark curiosity – along with the sensationalism of clickbait headlines – and turns it into a force for good.
Says Jon Burden, executive creative director at Naked: “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.”
Not only do we hook them in with potentially dangerous footage, we also deliver the key message of speaking up.
Says Meg Tempest, communications program manager at WorkSafe: “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.”
There are four videos in the campaign, each focused on a different workplace environment – retail, hospitality, construction and manufacturing. The videos will be seeded across a range of online environments.
Client – WorkSafe Victoria
Sarah Tulloch, Senior Communications Advisor
Meg Tempest, Communications Program Manager
Agency – Naked (an Enero Group company)
Jon Burden, ECD
Kevin Pease, Art Director
Ernie Ciaschetti, Copywriter
Jenny Tang, Art Director
Chris Nguyen, Copywriter
Brett Rolfe, Chief Strategy Officer
Craig Adams, Strategy Director
Alita McMenamin, Head of Account Management
Brigitte Dagg, Senior Account Manager
Phil Ball, Senior Integrated Producer
Production – Clockwork Films
Jeremy Goodall, Director
Heath George, Executive Producer
Jamie Cohen, Producer
Tina Schiano, Production Manager
15 Comments
Why PR!
good idea. click bait for good, for a change.
Good idea Naked.
But I do think it’s clever.
this is great.
Nice one.
yeah cool story bro
Nice way in.
This might be the worst thing made this year.. Now thats an award!
Nice one, smart thinking. How very naked.
1. Naked is ‘an Enero group company’
2. All credits are listed in hierarchy both by department (creative, strategy, management) and by seniority.
3. The ads are both clever and dull.
Clever way to address a problem that’s real. Nice.
You really haven’t got very much to say or do today, have you?
naked blowing their own trumpet again
There’s something very nice about these, because they give permission to workers to refuse unsafe requests. But we all know in the real world you would be openly abused, or talked about disparagingly behind your back or thought to be too uncooperative and eventually sacked. Can you imagine how these scenarios would play out in the real Aussie workplace? “Do it you fucking cunt, and don’t backchat me.” Nice technique, nice try but totally unrealistic.Here’s a thought.Instead of pitching these to a viewing audience of workers, try to find a way of media targeting the same spots to employers. Difficult, obviously, but ultimately more effective in changing the ‘she’ll be right’ culture in this country.