WorkSafe & Assignment launch Be a Safe Guy

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Since 2013, more than 40 workers between the age of 18 and 30 years old have lost their lives in the workplace, according to creative agency Assignment and its client, Worksafe NZ.

In its latest campaign, WorkSafe has enlisted the help of an aspiring young Māori comedian D’Angelo Martin, who hails from Kaitaia to help communicate directly to young workers. The Be a Safe Guy campaign has a particular focus on Māori male workers, who are at the greatest risk.

D’Angelo uses his style of humour to deliver a message that aims to remind everyone that there is no wrong way to say the right thing.

WorkSafe strategy & performance manager Jude Urlich said that Stats NZ’s latest data shows that the rate of serious injury for Māori workers is 33% higher than for the total population.

“However you say it, be a safe guy – ahakoa o korero, kia haumaru tonu koe.”

“We also know that many Māori workers are in higher risk industries such as manufacturing, forestry, construction, agriculture, forestry, transport, postal and warehousing,” she says.

“Speaking up can be hard to do but we know that when workers get involved in health and safety that everyone benefits.

“This new campaign recognises that one of the best ways people can stay safe is by talking to each other –in whatever way feels right for them. As D’Angelo says, ‘However you say it, be a safe guy – ahakoa o korero, kia haumaru tonu koe’.”

The campaign will feature on videos, posters, billboards and radio adverts over the next four months.


Creative Agency: Assignment
Executive Creative Director: Philip Andrew
Creative Director: Tony Haigh
Creative Director: Dan Moth
Art Director: Renee Williams
Copywriter: Sam Sweetman
Head of Design: Amanda Oliver
Producer: Jen Gasson
Planning Director: Matt Kingston
Business Director: Kate Miller
Project Manager: Meagan Taylor
Head of Studio: Steve Jaycock
Digital Artist: Rachael Jupp
Digital Artist: Anna Fawdray
Media Agency: MBM
Managing Partner: Matt Bale
Business Manager: Lisa Tennant
Media Assistant: Jessica Adams
Digital Implementation Manager: MaryJo Cinco
Media Assistant: Marianne Arugay

Client: WorkSafe New Zealand
General Manager – Strategy and Performance: Jude Urlich
Manager – Communications and Channels: Nicky Chilton
Team Leader Marketing and Design: Chris Green
Communications Advisor: Dana Williams

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