Category: advertising

WorkSafe media director, Bernie Dean, talks about the new awards strategy

SafetyAtWorkBlog has been vocal on the need for Australia OHS awards to be reinvigorated, freshened up and re-booted.  WorkSafe Victoria launched a new interactive approach to its State awards several months ago with the intention of engaging the community and trying to maintain a momentum for the award process throughout the year.

In an exclusive interview in July 2011, WorkSafe Victoria’s Director of Communications, Bernie Dean, told SafetyAtWorkBlog that changes to the award process was essential because, amongst other reasons, there was a slow steady decline in the number of applications and a fall in the number of suitable applications.  He acknowledged that some of the extensions of application deadlines in previous years have been due to insufficient numbers of applications.  He also said that the assessment or judging process had become overly long and bureaucratic but having applications available throughout the year should help. Continue reading “WorkSafe media director, Bernie Dean, talks about the new awards strategy”

Shower company changes ad image from wet woman to wet man

In early April 2011 SafetyAtWorkBlog questioned the appropriateness of an advertising image of a semi-clad woman in an emergency shower.  The emergency shower company, Spill Station Australia, has changed the major image of its shower ads in the most recent brochure being distributed with some Australian OHS magazines.

Kevin Jones

Farm deaths require radical approach

WorkSafe Victoria has reported  that of seven recent work-related fatalities, three have occurred in regional areas on farms.  The most recent death was misreported as involving a quad bike.

In a media release issued on 10 May 2011, WorkSafe’s Ian Forsythe said,

“Safety’s not just about what WorkSafe does. It’s about employers, workers and the wider community taking ownership of it not just for themselves, but the wider community.

It is imperative that regional Victorians, whether they are employers, self-employed or workers to stop and think about what is ultimately important to them and what they can do to prevent more tragedies affecting them and their communities.”

Over the last 20 years WorkSafe has tried a wide variety of safety campaigns in rural farming communities.  Some have Continue reading “Farm deaths require radical approach”

All speakers on OHS conference video should have been identified

The Safety Institute of Australia (SIA) has released a post Safety In Action conference video of vox-pops.  It’s mentioned in this blog as the editor, Kevin Jones, is included for several comments towards the end.

The intention of the video is to promote the next conference by reflecting on the previous.  This is a useful marketing tool that is not hard to create and, at face value, is informative, as far as it goes.

A major inconsistency or omission is that only a couple of speakers are identified.  This should not usually be an issue but several of the speakers should have been identified as committee members of the Safety Institute, these include:

  • The Vice President of the ACT Committee of Management
  • A committee member from Victoria
  • the current President of INSHPO and a former SIA National President.

There is no reason for some speakers to be identified and others not.  Identification of all speakers allows the viewer to filter between delegates who attend for professional development and those delegates who have a vested interest in promoting the conference.

The conference, as a whole, was better than expected and the vox-pops reflect that but the promotional video would have gained more authority by having all the speakers identified.

Kevin Jones

Is this how safety should be promoted?

One of the first OHS trade exhibitions for 2011 in Australia starts today.  Exhibitions like Safety In Action are the best opportunities for many health and safety professionals, representatives and students to update their product knowledge.  It is usually here where one finds out about non-steel capped safety footwear, new fall harnesses or the latest interlock devices.  But do these innovative products needs to be promoted by scantily clad women as in the picture on the right?

This has been a constant annoyance at trade exhibitions for some time and, in fact, some exhibitions in Australia in 2010 received complaints about this type of promotional strategy.  Scantily clad women do attract the attention of potential clients, particularly in male-dominated industries, but there is considerable debate about whether the strategy promotes the product or the breasts. Continue reading “Is this how safety should be promoted?”

WorkSafe tries new twist on OHS ads

On 2 January 2011, WorkSafe Victoria launched a new advertisement that presents a new twist on their “homecoming” campaign.  It focuses on the “door knock” – a process many police dread where they must inform the family of the death of a relative.

The ad is a fresh and new dimension on the long-running OHS awareness campaign and is welcome.  Continue reading “WorkSafe tries new twist on OHS ads”

WorkSafe’s Homecoming Advertisements

‘Why is the most important reason for good workplace health and safety standards not at work at all?’ asks the Homecoming advertisement by implication.  Because the injured or killed worker will leave his/her family behind, or harm them if they are injured or killed.  S/he needs to think about them and the workplace H&S standard; about their pain and the OHS standard.  About them and his/her possibly unsafe behaviour at work so s/he can return home in one piece; return to them. And the imagery is of a patiently waiting young boy, waiting for his father at the front of the house holding a ball.  How desperate, lost and lonely that little boy would be if his father (in this case) was killed at work.  Your heart goes out to him and thereby an emotional driver has been activated.  And, in truth, tragically, such occasions do happen, too often.

Then the father appears and the boy smiles from ear to ear, we can feel the happiness permeating the ambrosia of human wellbeing.  Father has come home safe and sound, boy is happy, family is whole, healthy and safe.  I can’t remember, does mother peak smilingly from behind the corner as dinner simmers in the kitchen?  Your heart swells.  Good advert wouldn’t you say?

It’s very hard to change people’s behaviour.  It’s hard to get people to effectively achieve sustained improvements in anything.   Therefore, haven’t the marketers achieved a lot with this series of advertisements?

Let’s see:  first, are there likely to be any OHS improvements at work as a result of any of these ads?  I haven’t seen any, have you?  Think hard, what exactly has changed?

Secondly, have managers been touched by these ads so that they will now rush out and make dramatic OHS improvements?  Continue reading “WorkSafe’s Homecoming Advertisements”

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