FCB refreshes WorkSafe Safe Guys

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AUCKLAND, Today: FCB is rolling out the sequel to WorkSafe New Zealand’s Safe Guy campaign, encouraging workers to do the easiest thing to improve health and safety – to speak up. The campaign’s focus is a very amusing spot that riffs off our unique Kiwi accents!

This is the first campaign from FCB since it won the business (from Assignment) earlier this year. The video was shot by FCB’s in-house production division, Hive.

This time around, the 2018 Safe Guy D’Angelo Martin will be accompanied by social media up-and-comer Montel Tivoli to form a duo of Safe Guys.

Together, the duo play out different scenarios in a series of videos that will be used to spread messages about workplace health and safety.

WorkSafe strategy and performance manager Jude Urlich says that research off the back of last year’s campaign found that people could really relate to the characters played out by the Safe Guy and that those surveyed said they were more likely to speak up about health and safety matters after viewing the campaign.

“This is the first WorkSafe campaign from FCB since it won the business from Assignment earlier this year.”

“This year’s campaign looks at two workmates and how they interact in the workplace,” she said. “The Safe Guys play out a number of scenes that most people can relate to.”

Last year 63 people were fatally injured in New Zealand workplaces and almost 30,000 suffered injuries that meant they needed more than a week off work.

The rate of serious injury for Māori workers is higher than for the total population and almost 90% of workplace fatalities are men.

Also of concern to WorkSafe is that each year 10 times more people die from long-term health issues caused by work, Urlich said.

“We are using humour to share what is actually a really serious message – that too many New Zealand workers are being hurt at work – especially young Māori men.

When it comes to looking after your workmates you’ve got to speak up – and it really doesn’t matter how you do it, as long as you do it”.

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


Advertising Agency: FCB New Zealand
Media Agency: MBM
Managing Partner: Matt Bale
Business Manager: Lisa Tennant
Media Assistant: Jessica Adams
Digital Implementation Manager: MaryJo Cinco
Media Assistant: Marianne Arugay
Producer: FCB Hive
Director: Mike Braid
Client: WorkSafe New Zealand
General Manager – Strategy and Performance: Jude Urlich
Manager – Communications and Channels: Nicky Chilton

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