WorkSafeBC ‘raiSe Your Hand’ BaCkgrounder
raise Your Hand integrated WorkSafeBC campaign encourages youth
to pledge for workplace safety
WorkSafeBC has launched a fully-integrated, non-traditional youth campaign
called ‘Raise Your Hand’ designed to move beyond awareness and encourage
youth to pledge for safety in the workplace. Recognizing the challenge of
engaging youth through traditional forms of advertising, WorkSafeBC is using
innovative, interactive tactics that target youth where they typically spend their
time.
Each touch point in the campaign is designed to inform and encourage youth
to actively pledge for safety in the workplace, either by driving them through
immediate and lasting – and sometimes unexpected – messaging to the
raiseyourhand.com web site, or through public interaction. The campaign,
created by Wasserman + Partners Advertising in Vancouver, launched in May
and will continue through to September.
Core to the campaign is the interactive website, www.raiseyourhand.com. All
campaign communication will drive youth to the site for information. Visitors
to the site pledge to raise questions about safety on the job and to work safely.
The interactive website also encourages visitors to create personalized raised
hands and share a workplace injury or safety story, along with signing the
pledge online. When they pledge they also have the chance to enter a contest
to win work-related prizes. Other aspects of the website include teaching the
visitors what their rights are, how to ask questions, training programs, true
story videos, industry specific information and links to related and relevant
information.
Support for the raiSe Your hand Web Site includeS:
WorkSafeBC YoutH team
A team of two WorkSafeBC representatives will travel throughout the Lower
Mainland and to Victoria, Kelowna, Kamloops and Prince George from May to
August in a Raise Your Hand decaled van. The team will deliver the WorkSafeBC
message by interacting with youth at sponsored events and theatres and
through postering and sidewalk stencils.
The duo will tour college campuses, high schools and popular youth-oriented
locations and events throughout BC setting up a booth displaying the campaign
creative, statistics to support the significance of the campaign, and workplace
safety stories. Youth are invited to sign the pledge advocating safety in the
workplace and are encouraged to visit raiseyourhand.com to learn more and to
post their stories.
At popular youth festivals and events across Vancouver, Victoria, Kelowna,
Kamloops and Prince George, the street team will distribute highly visible, large
raised hand foam gloves and WorkSafeBC collateral, all of which will promote
the Raise Your Hand URL. Events include the Virgin Music Festival in Vancouver
and UBC’s Arts County Fair.
raiSe Your Hand BaCkgrounder/Page 2
The team will also:
• Post hyper-realistic pictures of injured workers raising their hand on sites
and buildings where the accident could have taken place.
• Power-wash the Raise Your Hand symbol and URL onto the ground and
walls of malls, colleges, and busy downtown locations creating a clean
impression against a darker background.
• Distribute WorkSafeBC collateral outside selected theatres. The collateral
will feature an abstract form of the raised hand and include key statistical
information.
reStoBar advertiSing
Posters featuring hyper-realistic photos of accident scenes involving young
workers will be installed at restaurants, bars and pubs in Vancouver, Victoria,
Kelowna, Kamloops and Prince George. The copy drives the audience to
raiseyourhand.com and includes the tagline “Don’t wait to bring up safety
concerns at work.”
tHeatre advertiSing
Ten-second commercial spots of the hyper-realistic workplace accident scenes
will be played on 142 screens at 12 theatres.
The campaign, created by Wasserman + Partners Advertising of Vancouver, runs
from May 2007 to January 2008.
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