Western Power and Wunderman Thompson have launched a new industry safety program that speaks directly to tradies and those working around power.
Instead of launching a platform heavy on regulatory language and instruction, the safety campaign taps directly into the language of teamwork and mateship, where everyone looks out for each other, works as a team, and sticks to the ‘Game Plan’.
“Over 30 accidental contacts with the Western Power network occur each month, so it’s critical that we continue to educate tradies and workers to keep themselves and their colleagues safe,” said Western Power’s Brand and Customer Communications Manager, Jill Goodwin.
“But these guys get exposed to a lot of safety information and we didn’t want something that got thrown on the pile with the rest. Safety isn’t always the most interesting subject after all. Earlier this year we launched a series of Game Plan videos that provided a toolkit for supervisors and site managers to build a safety message that was bespoke to the work they’re doing. This approach resonated well, and this campaign builds on that in an interesting and humorous way without diminishing the seriousness of the message.”
Joe Hawkins, Creative Director at Wunderman Thompson, said “Given the target audience, and the occupational hazard of safety message overload, we wanted to create a campaign that delivered things in an unexpected way. The idea of teamwork on the work site quickly lead us down the sporting path, and away we went. Everyone involved did a great job of bringing this idea to life in a short time frame, and we all managed to stay safe while doing it.”
The campaign includes OLV and catch-up TV, radio, digital and social executions.
Brand and Customer Communications Manager: Jill Goodwin
Senior Brand and Marketing Specialist: Bathsheba Fordyce
Community Education Specialist: Paul Farina
Creative Director: Joe Hawkins
Art Director: Dustin de Souza
Copywriter: Joe Hawkins
Agency Producer: Nic Beer
Partner: Doni Savvides
Production Company: Sandbox
Director: Henry Ingliss
Senior Producer: Jenny Crabb
Producer: Jasmine Leivers
Editor: Tony Bannan
Sound Studio: Soundbyte
Sound Engineer: Brad Habib
Photography: Luke Carter Wilton