All businesses in NSW, regardless of their size, are required to comply with work health and safety (WHS) legislation. WHS legislation can be perceived as complex, and compliance can be particularly difficult for small businesses due to their size, lack of time and resources. In many cases, these small businesses do not have a dedicated WHS resource in the workplace. As such, the Easy to Do WHS program was designed to help small business navigate safety protocols.
The government agency informed us that the most common industries for small business claims are cafes and restaurants, road freight transport, house construction, childcare services and plumbing services. They wanted to use a real small business in the video that has worked with SafeWork NSW to establish their WHS systems and procedures.
As strategic storytellers, we looked deeper into the project and concluded that featuring one business would not compel all five industries – as the demographics were too varied. We proposed to produce a series of industry-focused stories, plus a brand film that combined our featured business owners. The stories would each focus on one message from the Easy to Do campaign, and the brand film will point to the campaign’s central message. This approach allowed all intended audiences to view content relevant to their industry. It also provided SafeWork NSW with more digital assets, thereby leveraging the investment.
1x brand film
4 x 30s online and broadcast commercials