Regulator SafeWork SA has introduced a new face of workplace safety as it repositions itself to employers and workers in a campaign by creative agency Fuller.
The latest campaign has a helping hand from Stanley, SafeWork SA’s animated, talking safety cone.
Stanley, brought to life through the 3D animation expertise of Visual State, embodies the organisation’s repositioning as an ever-encouraging presence focused on keeping South Australian workers safe across high-risk workplace scenarios including spills, working at heights and vehicle handbrake safety.
Fuller managing director Will Fuller said the opportunity was to shift perception as much as behaviour.
“SafeWork SA has always had authority. The challenge was visibility and connection,” Fuller said.
“Research from 2024 told us awareness of SafeWork SA was low, particularly among blue-collar workers, creating the perfect opportunity to reposition SafeWork SA, present in the moments that matter, not just the aftermath.
“Traditional safety messaging often blends into the background noise of compliance. Stanley is simple, recognisable and a bit unexpected, which is exactly what you need if you want people to actually pay attention.”
SafeWork SA executive director Glenn Farrell said the hazards identified in this campaign had contributed to 21 deaths and nearly 500 serious injuries reported to the Agency over the past four years.
“By using a traffic cone – a universally recognised symbol of safety – we’re sharing workplace safety messages in a way that is novel, engaging and memorable with the aim of reducing the number of incidents,” Farrell said.
“SafeWork SA is visiting more worksites more often to help keep South Australians safe and this campaign is an important addition to our compliance and education activities.
“A formal evaluation will be conducted at the conclusion of the campaign. But anecdotally, Stanley had undoubtedly contributed to a lift in brand recognition while the stakeholder engagement with the campaign has been significant.
“Partnering with Fuller to bring Stanley to life has been a rewarding experience.”
Production credits
Creative Agency: Fuller
Managing Director - Will Fuller
Creative Director - Niccola Phillips
Director of Creative Strategy - Jordaine Chattaway
Group Account Director - Nadia Rossi
Head of Art and Design - Nerissa Douglas
Senior Producer - Rachel Jesse
Production: Fuller
Director of Photography - Riley Scott
Camera Assistant - Jake Cooper
Gaffer - Nic Dawson
Lighting Assistant - Mat Schmidt
Art Deptartment / Stanby Props - Geoff Tarr
Stills Photographer - Alexander Robertson
Production Assistant - Ashley Swallow
Location Manager - Jesse Goninon
Safety Officer - Clay Dunn
VFX supervision - Danil Gorskikh
Main talent - Justin Broughton
Post-production
CGI Studio - Visual State
Editor & Colourist - Riley Scott
Motion Graphics - Tom Oates, Totld
Sound Design - Scott Illingworth (Seeing Sounds)
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