WorkSafe Victoria has launched a new campaign encouraging injured workers and employers to work together to support recovery and improve return-to-work outcomes, via Shannon Behaviour Change.
The campaign aims to address a common challenge identified through research: while both injured workers and employers recognise the importance of returning to work, uncertainty over who should take the lead can slow the process.
Built around the idea that recovery is a shared responsibility, the campaign centres on three behaviours: “Keep Talking”, “Keep Planning” and “Keep At It”.
The framework encourages ongoing communication, considered planning and collaboration between injured workers, employers and treating health teams to support faster, more sustainable returns to work.
The campaign features real people sharing their recovery experiences in their own words, with stories from both injured workers and their employers used to bring the three behaviours to life.
Shannon Behaviour Change planning director Fei Wang said the challenge was to help both parties understand the role collaboration plays in a successful return-to-work journey.
“When workers try to overcome their injuries alone at home, recovery slows — and it can contribute to depression, loneliness and a loss of self-worth,” Wang said.
The campaign’s development included research into a range of recovery stories to identify participants representing different physical and psychological injuries.
Shannon Behaviour Change client partner Elisa Horan said real people were central to building credibility and empathy in behaviour change campaigns.
“There’s no substitute for the realness, credibility and empathy that comes from someone telling their own story,” Horan said. “We’re thrilled to have worked with WorkSafe on a campaign that helps people return to work and, return to life.”
Credits
Client: WorkSafe Victoria
Agency: Shannon Behaviour Change
Client Leads: Ben Fuller, Chelsea Nankervis, Lauren Noelker, Lavina Harte
Creative Team: Stuart Nightingale, Nathan Barrow
Strategy Director: Fei Wang
Client Service: Elisa Horan, David Dumas, Lisa Delahunty, Bri Borg
Agency Producer: Jo Theoharis
Production Company: Exit Films
Director: Oly Altavilla
Producer: Luke Kneller
