MOP Helps Highlight Mental Health Problem In Construction With ‘Big Blue’ Excavator

MOP Helps Highlight Mental Health Problem In Construction With ‘Big Blue’ Excavator

What better way of raising awareness of mental illness in the construction industry than getting a huge Hitachi ZX360 excavator and painting it the signature blue of a leading support group?

Major civil construction company Winslow Constructors has boldly done exactly that to help address worrying trends in mental illness seen in the construction industry generally. As part of the effort, Winslow also made a substantial donation to beyondblue.

Winslow and Magnum Opus Partners (MOP) came together to create this exciting new initiative to address the stark fact that construction workers suffer higher rates of mental illness than other occupations in Australia.

The below YouTube video highlights the problem and Winslow’s response to it, was created and produced by MOP.

Winslow Constructors’ highly welcome initiative has also been supported by public relations within the construction industry and the media generally.

A longer video of the recent launch event is to be distributed to all Winslow staff via EDM, on Winslow’s web presence, social media, posters around the workplace, and wallet cards placed discreetly in Winslow toilets for staff that might want some information or support from beyondblue.

Winslow also offer support services to their staff via Drake Workwise.

Rohan Davidson, executive general manager of construction at Winslow, said: “Big Blue is a fantastic ice-breaker to increase awareness and break down the stigma that can stop people in our industry from seeking help.

“It is an eye-catching way to get the message out into the field and encourage people who are struggling to reach out and seek help.

“By shining a light on this issue, we hope to create an environment in which people feel comfortable and supported to turn to their friends and colleagues, and organisations like beyondblue, for timely support.”

Pat Langton, creative director at MOP, said: “When Winslow came to us about the initiative and we looked into the stats on mental health issues in the construction industry, we were very keen to help and get the message out to tackle this crisis.

“It’s such an interesting way to get a message across by simply using a huge rugged object and painting it bright blue as a conversation starter and a beacon of hope to all people working in the industry.

“We have also produced a wide range of materials to make sure the message gets through. Our respect for Winslow Constructors tackling this thorny problem as part of their commitment to the safety and the wellbeing of their workforce generally is immense.”

Winslow’s launch of Big Blue was supported by the Victorian Minister for Roads, Luke Donnellan, mental health ambassador and AFL/media personality Danny Frawley, and Hitachi.

The campaign will run throughout June across YouTube and Instagram, and will be supported by a number of internal initiatives planned to run through to World Mental Health Day in October 2018.


Client: Winslow Constructors

Agency: Magnum Opus Partners (Melbourne)

Creative director: Pat Langton

Copywriters: Stephen Yolland and Pat Langton

Art director: Johnathan Akiki

Account manager: Gina Elliott

Photography/filming: Jonathan Vasila

Sound design: Paul McCosh

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Big Blue Hitachi Magnum Opus Partners mental health mental illness MOP Winslow Constructors

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