WorkSafe unveils new UMM… character via SDWM to help young workers identify unsafe behaviour

Young workers, aged 15 to 24, who are usually transitioning from education to employment, are regarded as some of the most vulnerable in the workplace. Being in such early stages of their careers, they often don’t understand their rights as employees and have lower awareness of what’s acceptable.

To tackle the issue in a way that cuts through and resonates with this audience, WorkSafe and creative agency SDWM have launched ‘UMM…’ a new campaign, and a new character, who will act as both a visual and verbal representation of that familiar sinking feeling when something’s not quite right. When the line of safety is being crossed and you don’t know what to do about it. The new character aims to help young people identify unsafe behaviour in the workplace, and empower them to take action with the support of WorkSafe.

‘UMM…’ builds on WorkSafe’s ongoing ‘Unsafe is Always Unacceptable’ campaign, and talks to the diverse range of workplaces and situations young people can find themselves in.

WorkSafe executive director health and safety Narelle Beer said ‘UMM…’ will speak directly to young workers about common but uncomfortable situations they might experience: “Like many young workers ‘UMM…’ is eager to make a good impression but can feel a little awkward about speaking up if something feels unsafe. No worker should ever feel unsafe. We’ve all experienced that ‘Umm…’ feeling before, so we want to empower young people to better understand their rights and feel confident speaking up when something isn’t safe.”

Says James Orr, creative director and founder at SDWM: “We wanted to find a way to engage an audience that’s typically hard to hold, and translate this serious issue into a creative strategy that not only resonates, but educates as well. For us, this campaign was really an opportunity to give young people a language that can help them identify this feeling in the moment and take action moving forward.”

The campaign has launched across social media platforms, with ambitions to expand to new channels moving forward.

Agency: SDWM
James Orr, Creative Director
Jake Turnbull, Design Director
Jarrick Lay, Business Director
Alberta Gunner, Copywriter
Celeste Watson, Art Director
Kean Szczur, Art Director
Caterina O’Brien, Account Manager
Bella Plush, Designer
Sebastian Covino, Copywriter

3D Illustrator: Jungmin Studio

Client: WorkSafe Victoria