2005 FINANCE WINNER

WINNER FINANCE, GOVERNMENT, INSURANCE

CAMPAIGN - NSW Government WorkCover

AGENCY - Ikon Communications

CLIENT - NSW Government WorkCover

OBJECTIVE

Take an overly cluttered media environment, add in a government message for work safety, coupled with bulletproof attitudes towards safety, and what do you have? A tough wake-up call. The long-term goal was to reduce accidents and related illness in the workplace and get work safety on the radar.

CAMPAIGN

Historically, media spends of $5 million- plus were used with TV as the lead medium. This campaign had to create a better engagement - and do it with 35% of historic annual funds.

Ikon brought a fresh approach, leveraging proximity, relevance and frequency of messaging - wouldn't it be more effective to talk to workers when and where the message was more pertinent? Radio and out-ofhome were ideal. And as "leopards don't change their spots" the focus was on younger workers.

Media exposure had to cover all shifts - radio spots at 2am were relevant to a morning shift worker - so radio was used all 24 hours, driving the cost per reach point down 40%. Bus shelters, train posters and TAFE cafeteria posters were used.

Outdoor sites were selected within a 5km radius of large industrial workplaces and travel routes to sites. Posters were on Portaloos at work. And due to the graphic nature of the ads, the team had to actively lobby for the cause with some companies, for example State Rail, who were initially nervous to run with it.

RESULTS

A 300% lift in efficiency in unaided recall and a 65% reduction in spend to deliver it. Eight out of 10 workers and their employers rated the campaign very/quite effective. Younger workers' recall was excellent compared to the over-50s - 75% and 48% respectively.

Post campaign, 89% of workers and 85% of bosses said they would change their behaviour and their work safety attitudes - the highest shift in 10 years.