Twenty years ago WorkCover Victoria won awards for graphic ads depicting workplace incidents. Canada is now debating the value and worth of such an approach to safety awareness. (The WSIB ads are widely available on YouTube) But in the 21st century, Australia is using a gentle approach that is having considerable success.
The latest ad will go to air early in May 2008 and a sneek preview can be viewed HERE
The ad that started WorkSafe’s campaign can be viewed HERE
The WorkSafe ads have had a huge impact by focussing on non-workplace motivations for workplace change. However, the community message needs to be supported by community action from the regulators. There is extensive branding and sponsorhip happening but WorkSafe, or rather the Victorian Government in coordination, needs to step up the role of advocating safety values at all stages of work and life for long term change to be affected.