Several weeks ago there was a stir in the OHS sector in Victoria, Australia. WorkSafe was to disappear. Quickly the WorkSafe executives clarified that the organisation would continue to exist but that the trading name of “WorkSafe” would go. Unions and others were suspicious as such a decision was unexpected, even by WorkSafe it appears, and it occurred at a time of organisational restructuring. Dropping the WorkSafe “brand” is a mistake but it will still disappear from Victoria.
WorkSafe became a trading name of the Victorian Workcover Authority (VWA) several decades ago. There were two parts to the VWA – workers compensation, WorkCare and workplace safety, WorkSafe. The simplicity of the branding is obvious and cleverly differentiated the two arms of VWA and the two very different philosophies and ideologies. Victoria had been given a political hammering over the operation of its workers compensation scheme but WorkSafe became one of the strongest brands in the State. Recognition was extremely high, so high that Tasmania changed the name of its Workplace Standards to WorkSafe, Northern Territory has WorkSafeNT, and the new approach to OHS in New Zealand has created a regulator called WorkSafe NZ. So why change?
To read the rest of this article, complete the contact form below and a password will be emailled to you, as soon as possible.