WorkSafe VIC says ‘It’s Never OK’ in new spot via The Shannon Company and FINCH’s Derin Seale
WorkSafe Victoria and the Department of Health and Human Services bring attention to the threat healthcare workers face everyday in a new campaign launched this week.
Developed by The Shannon Company, and directed by FINCH’s Derin Seale, the confronting spots shines a light on the fact that up to 95% of healthcare workers have experienced verbal or physical assault.
The spots feature various healthcare workers talking to camera about the risks they face whilst trying to provide help to patients and their families as they walk through a workplace that moves in slow-motion and directly into an act of violence that then abruptly switches to real-time speed. At the moment of impact the screen cuts to black and the title ‘It’s Never OK’ appears.
Violence against health care workers is a hot button issue after recent attacks in Victoria made national headlines, prompting a feature story on A Current Affair this week.
Says Emma Hill, managing partner/creative director, The Shannon Company: “When we were first briefed, we were staggered by the figures and stories health care workers told about how they’re treated everyday, by everyday Victorians.
“With the collaborative passion and energy of FINCH, we hope we’ve created a campaign which not only gives every Victorian healthcare worker a voice, but that also changes something in all of us. And that from now on, no matter what, we’ll always treat these incredibly compassionate and skilled workers with the respect they deserve.”
Client: WorkSafe Victoria
Director of Marketing & Communications: Susan Crnkovic-Jones
A/g Manager, Marketing Insights & Programs: Amelia Vercoe
Marketing & Communications Consultant Stephanie McCallum
Technical Inspector (FSME): Amanda Tonks
Agency: The Shannon Company
Managing Partner/Creative Director: Emma Hill
Art Director: Kim Hellier
Agency Producer: Jo Theoharis
Group Business Director: David Dumas
Business Director: Natella Riftin
Production: FINCH
Director: Derin Seale
Producer: Jackie Adler
Executive Producer: Corey Esse
Editor: Gary Woodyard / Nicky Liddell
Cinematographer: Matt Toll
VFX: FINCH
6 Comments
Amazing piece of craft Derrin.
that’s beautiful and very poignant
Great work, and it’s unfortunate that every one of these will represent real events.
We already know that assaulting healthcare workers isn’t right, but sometimes you need to underline that heavily.
nothing special
They walked right into that one… !
Do you see what i did there?
I think it is good that it is addressing the issue. However as an ex healthcare worker what you have to realise these explosions people have are under the influence of a substance/mentally unwell/highly stressed/helpless or all of the above. These are impulse behaviours that happen suddenly and multitude of factors. Therefore I don’t think this will change behaviours at all because of the nature of these explosions. My feedback as an ex healthcare worker is it will make a whole workforce resentful, angry and under appreciated. Personally it has made me feel under appreciated. Which is not good for doing your job effectively. So essentially the behaviours won’t change as these are impulsive point of activity explosions therefore the behaviours won’t stop but then you have an entire work force going to work feeling under appreciated. But it is good to address the issue. There is always a fine line.