Keep Left combines new media with 80’s classic moves to promote WorkHealth checks
PR and communications agency Keep Left is channelling the 1980s with the launch of a new retro themed online video and a modifiable e-card for Victorian workers. The campaign is designed to help employees talk to their bosses about signing up for free health checks available through WorkSafe Victoria’s WorkHealth program.
WorkSafe engaged Keep Left to develop the online communications package as part of an integrated PR and communications program launched last week. The online and digital activities support the event and experiential initiatives of a pop-up 80s aerobics event in Melbourne’s CBD complete with leg warmers, Farrah Fawcett hairstyles and ghetto blasters.
The complete initiative included Keep Left breaking the results of analysis into 300,000 WorkHealth checks conducted in Victoria, as well as commissioning and releasing the results of a national research study into general health practices. Dr Sally Cockburn, celebrity doctor known as Doctor Feelgood, was engaged to front the promotional online video which comes complete with “instructional dance moves” in a televised aerobics style.
More than 340,000 Victorian workers have participated in the free, confidential, 15-minute WorkHealth checks so far, and more than 23,000 workplaces have signed up to the program.
The program was designed in response to a brief from WorkSafe to help them reach as many Victorian workers as possible with the WorkHealth checks by March 2012, and to make workers aware of the importance of preventative health. As a result, activities were designed to give employees the right skills and tools to ask their employer to provide the free health checks for them.
Caroline Siler, managing director of Keep Left, said the agency was pleased to be working on an innovative campaign that brought together video production and PR to communicate a crucial message to workers.
“This campaign has been important for us to demonstrate that a wide range of tools can be used – from stunts and digital, to traditional media release – in order to reach target audiences and to ask them to participate. This was a chance to be creative and novel, but bring about attitude and behaviour change at the same time. It has been a privilege to work with video and digital media to inspire workers to make preventative health a priority.”
“Raising employee awareness about the importance of preventative health, and telling them that good preventative health measures belong in the workplace can be a difficult message to communicate. Our challenge was to inspire action through innovation – without losing the seriousness of the message at its heart.”
Tim McLean, manager, communications & stakeholder relations at WorkHealth, says: “Keep Left took an innovative approach to the brief. They recognised we needed to talk to Victorian workers through a wide variety of touch points. They took a serious issue and made it memorable in a light and engaging way, making it easy for workers to get involved.”
The WorkHealth ‘Choose Health’ video and modifiable e-card can be viewed at http://ow.ly/5jJzD
Production:
Creative Director: Jennifer Levitt
Video Director and Production: Jessie Oldfield
Online Direction and Content: Natalie Arnull
2 Comments
V funny and a good spot, I believe CJ at Digital Pictures did the grade awesome!
that is utter, utter shit.