WorkSafe Victoria educates consumers about violence and aggression towards workers

31 May 2021

Creative Agency: TBWA (VIC)

3 1
The campaign was created by TBWA\Melbourne in partnership with Finch.

WorkSafe Victoria has launched a new campaign, created by TBWA\Melbourne in partnership with Finch, which aims to further the education of Victorians around violence and aggression towards workers.

As an evolution of their 2017 campaign which focused on the healthcare industry, WorkSafe has extended the “it’s never ok” message into other industry sectors to demonstrate the full spectrum of violence and aggression which too many Victorian workers are unfairly faced with every day.

”The ultimate goal is to reduce the incidents of violence and aggression in Victorian workplaces. We are proud of this campaign and hope that it is effective in driving behaviour change,” WorkSafe Victoria director of marketing Kristy Taylor says.

Utilising a confronting point of view technique, the campaign aims to put the audience in the shoes of workers to drive empathy and understanding, and ultimately prompt reflection on their own behaviour.

Employers and employees will also be reached through targeted comms.

The campaign is supported across television, cinema, social, out of home and high impact digital.

The campaign will run from May 16 – June 27.


Creative agency: TBWA\Melbourne

Client: WorkSafe Victoria
Kristy Taylor: Director - Marketing and Communications
Jessica McGlinchey: Manager - Marketing
Chelsea Nankervis: Senior Marketing & Communications Advisor
Lauren Conte: Marketing & Communications Advisor

Production Company: FINCH
Director: Derin Seale
Executive Producer: Corey Esse
Producer: Annatara Clark-Sneddon
Cinematographer: Danny Ruhlmann
Post Production: Arc Edit
Editor: Graeme Pereira
Colourist: Martin Greer

Stills Photography: Paul Hermes

Music & Sound: Squeak E Clean
Producer: Alice Vanderwey
Composer: Paul LeCouteur
Sound Designer: Paul LeCouteur

Media: Mediacom

Related Content

Latest Campaigns

comments powered by Disqus