A new national campaign launched Sunday night shines a light on Australian workers as the ‘hidden heroes’ of COVID-19.
Australian Unions’ “For the Workers” campaign was developed in conjunction with The Shannon Company, and celebrates the role that all workers, wherever they’re working from, are playing in keeping Australia moving.
TSC managing director Ian Forsyth said the production was quickly relocated to Queensland when Stage 4 COVID-19 restrictions were implemented in Melbourne.
“The content was shot in black and white, using our TeamShoot RemoteControl innovation, which allowed the team in Melbourne to monitor the production real-time, and provide the direction required to bring about such an emotional and authentic recognition of ‘the worker’,” he said.
“One of the impacts of COVID restrictions is that they’ve inspired innovation, and in many instances that’s led to greater efficiency and effectiveness, so many of the production changes inspired by COVID will stay with us beyond the epidemic.
“The filming involved keeping on-location numbers to a bare minimum, and adhering absolutely to health authority requirements.”
ACTU Secretary Sally McManus said the content was beyond a ‘thank you’ to workers, and a recognition of many who’ve gone unheralded.
“It’s also reflecting that the word ‘worker’ has taken on a new and more accurate meaning in the community in a time of crisis – for years it’s effectively been code for blue collar, or for being low paid, but today it’s taken on a broader meaning,” she said.
“Every day, alongside truck drivers, shelf stockers, and cleaners, we’re hearing doctors, nurses and paramedics being described as ‘workers’.
“Australian Unions has always been for ‘workers’ in the broadest sense, and this campaign is a tribute to them.”
Secretary, Sally McManus
Manager – Brand and Marketing, Michael Fisher
CREATIVE: The Shannon Company
Creative Lead: Bill Shannon
Strategy: Michael Daddo
Director/Editor: James Shannon
PRODUCTION: Bordertown Films (QLD)
CLIENT SERVICES: The Shannon Company
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