2005 BEST DEMONSTRATION OF RESULTS WINNER

CAMPAIGN - Work Safety

AGENCY - Ikon Communications

CLIENT - NSW Government WorkCover

SPONSORED BY

OBJECTIVE

It's a tough wake-up call to implement when most workers don't think injury in the workplace will ever personally happen to them, but WorkCover's long-term goal was to reduce accidents and related illness in the workplace, and to get work safety on the radar.

CAMPAIGN

As mentioned in this campaign's previous win (L20) Ikon brought a fresh approach to WorkCover awareness, leveraging proximity, relevance and frequency of messaging.

Going against conventional wisdom, TV was avoided in favour of radio and out-of-home, with the focus on younger workers more likely to change their behaviour.

Radio was used all 24 hours to cover all shifts, plus bus shelters, train posters, TAFE cafeteria posters and work Portaloos. Outdoor sites were selected within a 5km radius of large industrial workplaces and travel routes to sites.

The team had to actively lobby for the cause with some companies, for example State Rail, who were initally nervous to run with it.

RESULTS

Ikon beat all historic WorkCover campaign measures, with no TV in the mix and a spend only 35% of historic annual levels, while providing relevancy and proximity to workers.

Unaided awareness had plateued at 72%. The campaign drove an incremental 5.5% lift. In 2001/ 03, $5.35 million was spent using TV, radio and truck tags. Unaided recall was at 72%. In 2004/05, $1.85 million was spent, with no TV and using radio, AdShel, eyelites, rail posters, TAFE cafeteria posters and Portaloos. Unaided recall of 76% was achieved and the campaign was 3.1 times more efficient than the 2001/03 advertising.

Eight out of 10 workers and their employers rated the campaign very/quite effective. 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.

JUDGE'S COMMENTS

"Worked very well with both client and agency. Showed a lot of initiative and belief in the idea. A simple idea cleverly executed."