A new digital campaign from The Housing Industry Association (NSW) is using humour to change risk taking behaviour by apprentices .
Developed in conjunction with Behaviour Change specialists, The Shannon Company, the campaign features the teachings of the “Common Sensei”, a mythical master of the worksite.
TSC Creative Director, Stuart Nightingale said the approach was based on behavioural insights drawn from structured research with apprentices.
“They pretty much know how to work safely, but become over confident of their ability and consciously cut corners to do tasks faster,” he said.
“By making the content engaging we’re striving for young workers to ‘think of Common Sensei’ when they see something that’s not safe and call it out in a non-confronting yet effective way.
“Together we created the ‘Master Common Sensei’, and he appears whenever danger is near, giving young workers the wisdom of common sense and 1000 toolbox talks.”