Safety is everything

Over decades of education and awareness, workplace safety has become ingrained in our approach to work. But what about hazards that aren’t all that obvious – that aren’t physical, but mental? We needed to educate Tasmanian workers – from CEOs and managers, to entry-level and casual employees – about how mental health can play a factor in workplace safety.

Rather than presenting mental health as a new concept, we simply had to show that it was a natural extension of something people already knew: how to keep themselves and others safe at work. This led us to a simple, powerful and single-minded approach: to incorporate mental safety messaging alongside existing physical safety messaging in an all-encompassing campaign that felt familiar, achievable and non-threatening: Safety is everything.
We did this by turning our creative into a puzzle – almost like Where’s Wally? Across three TVCs, we showed a cross-section of a large office building. The footage then tracked in on someone experiencing the subtler effects of negative mental health, such as depression, stress or being abused at work. Our hero TVCs were supported by print, digital, eDMs and small outdoor pieces that all followed the same idea.
By using a bit of misdirection and entertainment, we were able to spread a vital health message.