Keep Left, Melbourne bares the bones on new WorkSafe Victoria web-based campaign
PR and communications agency Keep Left today launched a new campaign on behalf of WorkSafe Victoria, as part of a strategy to increase awareness of largely preventable musculoskeletal injuries and empower positive workplace safety change from CEO level down.
WorkSafe engaged Keep Left to develop a web-series, called The Skeleton Project, which has given three Victorian CEOs the opportunity to go ‘undercover’ in their business to better understand safety from the perspectives of their workers.
Musculoskeletal injuries account for 60 per cent of all workplaceinjuries that occur in Victoria and collectively, cost Victorianbusinesses over $1 billion per year.
In response to the brief to draw attention to this significant issue,Keep Left developed The Skeleton Project concept, which aims to gobeyond awareness raising and influence CEOs and senior management totake a fresh look at what’s happening in their businesses.
Phil Smith from Fletcher Jones, Greg Pullen of Northern Health and NeilCoulson from Jayco Corporation all walked away from the project withunique experiences, however there was a common realisation thatdeveloping a safety culture which promotes communication and feedbackreally does come from the top.
Caroline Siler, managing director of Keep Left, said the agency wasexcited to be working on such an innovative campaign that integratedcreative production with PR and communications.
“It’s great to be working with WorkSafe on such a unique project, andwe’re excited about the potential this campaign has to make a realdifference to workers’ lives.
“We’ve used video to bring to life an issue that affects everybusiness. The campaign is designed to arm other organisations with thetools to open up the lines of communication with their workers andbring about positive change in their workplaces.”
Steve Gosbell, director of marketing at WorkSafe, said the motivationbehind The Skeleton Project was that despite broad awareness aboutmusculoskeletal injuries, more action needed to be taken in Victorianworkplaces.
“The Skeleton Project’s key message is that change really does comefrom the top and for workplace safety to be a business priority thisneeds to be put into place from the CEO level down.
“Keep Left were able to quickly understand our brief and develop atargeted approach to reach our broad audiences and industries.
“Tackling the huge issue of musculoskeletal injuries is definitely notan easy one, but we’re confident that The Skeleton Project will lead toimprovements in workplace safety. We know that small changes make a bigdifference-and the experiences of these three CEOs confirm that.”
The Skeleton Project is a part of WorkSafe’s wider musculoskeletalinjury campaign, which includes TV and online advertising and is afeature of WorkSafe’s state-wide roadshow. Keep Left will supporttoday’s launch through a combination of PR, blogger and stakeholderengagement.
The experiences of the three CEOs have been captured on film and can be viewed here.
6 Comments
Just like Stevanovick or whoever winning the Gold Logie, is this the best Australia has to offer?
You mean they’ve ripped off the very successful American and UK ‘Undercover Boss” TV series.
Not really ripped off. Similarities are there but the campaign does not have the same resources as the TV series as is clear from the questionable disguises, the time out of the office by the CEOs and the “reveal” at the end.
From a safety perspective the campaign is worth supporting.
Kevin, this is a creative blog, not a forum for worthy causes. And yes 4.19, they have ripped it off.
Bugger off Kevin, we don’t like you.
I think all the Anon commenters are a bit jealous they didn’t come up with this. I reckon safety would be a tough topic to get people to sit up and listen to. I like it.