Due to a lack of experience and on-site education, young workers aged 15 to 24 are considered some of the most vulnerable in the workforce. To connect with the audience and assist in recognising what is and isn’t acceptable, WorkSafe Victoria has again engaged SICKDOGWOLFMAN to expand on the ‘UMM…’ campaign launched in 2022.
The new campaign utilises ‘UMM…’, a visual and verbal representation of when something doesn’t feel quite right, to help young workers identify workplace issues like sexual harassment, insufficient safety equipment, bullying and aggression and empower them to seek support with WorkSafe.
“With campaigns of this nature, there’s a huge amount of effort that goes into getting the subtle balance of tone right. It needs to be insightful and true but, just as importantly, engaging. It can’t make light of such a serious situation, but it also can’t come across as a heavy-handed point of authority. To see it resonate with young workers is a testament to all involved,” said James Orr, creative director and co-founder of SICKDOGWOLFMAN.
Initially existing in a series of still executions, SICKDOGWOLFMAN this time teamed with Scoundrel and Matt Weston to bring ‘UMM…’ to life across six films and will support the campaign with digital and social executions. ‘UMM…’ talks to the diverse range of workplaces and situations young people can find themselves in.
“We were looking for a creative approach to support communications to young workers; a vulne rable and
sometimes difficult group to engage in occupational health and safety,” said WorkSafe Executive Director External Affairs Sam Jenkin.
The UMM campaign is a clever response that allows us to discuss real and relevant workplace safety examples that young workers can relate to in an informal tone that doesn’t detract from the seriousness of the issue.
Credits:
Agency: SICKDOGWOLFMAN
James Orr, Creative Director
Jess Wheeler, Creative Director
Jake Turnbull, Design Director
Jarrick Lay, Business Director
Alberta Gunner, Copywriter
Celeste Watson, Art Director
Caterina O’Brien, Senior Account Manager
