WORKSAFE VICTORIA

THINK FIRST

Clickbait, Digital, Online Content

Problem

Young workers are 16% more likely to be injured...

at work and young male workers are 50% more likely. With little experience and low confidence often young employees feel obliged to do as they’re told. Even if it means putting themselves in potentially dangerous situations. WorkSafe Victoria wanted young people to take an interest in their rights. And, importantly, understand it’s perfectly safe to say “no” to unsafe tasks. But how do you earn the attention of an increasingly ad-dodging audience with the dry subject of workplace safety?

Solution

Human beings are a curious bunch - drawn ...

to disaster. Whether it’s a fall, an epic cry, a missed high-five, or a good old-fashioned freak out, we just can’t help ourselves. In fact, the very incidents that WorkSafe Victoria are trying to reduce make ashamedly irresistible online content. So that’s exactly what we did; turning our appetite for pain into a force for good, Naked developed a range of clickbait safety announcements to trick young workers into knowing their rights. At the heart of the campaign were four short videos; each shot to appear as genuine CCTV footage, leaked online. The videos enticed viewers in with the promise of a seemingly real, disastrous workplace incident; each beginning with a boss irresponsibly asking a young worker to put themselves at risk. However, instead of watching someone get hurt, viewers watched someone speak up and encourage young workers to know their rights. With thumb-stopping screen grabs of CCTV footage of people in imminent danger, accompanied by devilishly alluring headlines the videos were posted on Facebook and YouTube under the guise of a non-descript account name, and people really took the bait…

WORKSAFE VICTORIA

THINK FIRST

Problem

Solution

The Work

Online Film – Construction

Online Film – Hospitality

Online Film – Retail

Online Film – Manufacturing

Case Study