Workplace Safety & Prevention Services
Safety Say What?
The Ask
An influx of students and young workers join the workforce every year, whether its summer jobs, first jobs or internships. Young adults who are still in, or freshly out of high-school usually don’t have a point of reference on how things are in a fast-paced work environment (which is typically the types of jobs they get in the beginning). And despite all the efforts when it comes to safety classes and mandatory training at workplaces, avoidable accidents still happen. So the task is to create a campaign that speaks to young adults about the importance on their safety, as well as to promote safety practices and ways to deal with problems at work!
The Answer
When you have no point of reference on how to deal with something, especially when it sounds a little bit…off, you’ll notice that there’s a voice from the inside that tells you that this doesn’t sound right, that’s your intuition, or your gut feeling. and that’s where I found my point of tension for this campaign. Young workers usually silence that voice when a supervisor with years of experience asks a for something questionable. We wanted to amplify that gut feeling and make it what allows young workers to know their rights at the workplace and stick to what is safe. We called those inner-voice moments, eyebrow raising moments. So when something raises an eyebrow, you should raise your concerns. Research, ask more questions and refrain from doing something that doesn’t feel safe.
Visual Language:
To create a campaign branding that is modern and lighthearted, yet sophisticated and a little bit edgy is the way I wanted to go with Safety Say What. I went with a rich palette that has deep royal blues, burgundys and greens on bright rich yellows, colourful without being bubblegum-y. With Circular being the typeface of the campaign, for it’s geometric qualities. It’s modern, playful, and great for little or lots for text.
And finally the character style that I went for to tell the stories was inspired by adult animations like The Simpsons, South park and Rick and Morty. The characters are designed to be inclusive and representative of everyone.
Campaign Components:
Campaign website.
Social presence: Instagram
Digital ads: Instagram, Snapchat
Influencer Engagement
Art Director: Walid Alhindi
Designer: Quincy Evans
Copywriters: Irina Lytchak, Maria Power
Agency: Gene
