Life is frustrating right now. Judging by the number of signs on shops in Australia reminding people not to be abusive, those frustrations are erupting inappropriately. Frontline workers are being targeted most frequently, especially in Victoria.
At the same time, psychologists have proven that we treat other people better once we know more about them. So, to raise awareness for the issue of transport worker abuse and to help reduce it, Clemenger BBDO commissioned four Australian textile artists to bring transport workers’ personal stories to life through artwork embroidered onto their safety vests.
The project, Hi-vis Humanity, aims to help protect workers, by asking passengers to see the people behind the uniforms. The vests featured in the campaign reflect the personal stories of four transport workers, a refugee, gold medalist, domestic violence survivor and father of young children.
The highly personalised, reflective safety vests were crafted by Kait James, Sharon Peoples, Ruth De Vos and Susie Vickery. The artists used reflective thread and fabric to maintain the existing safety attributes of the workers’ hi-vis vests—while large reflective panels on the back of the vests also feature the workers’ written stories.
“It’s not often that we look beyond the person performing a service, however it’s something we need to do more of,” Susie Vickery stated, noting how fascinated she was with the workers’ stories and bringing them to life through embroidery.
The vests will be displayed across Victoria’s public transport network through outdoor advertising around public transport stations and stops while films online and on social media will expand upon the workers’ stories.
“Once you hear these incredibly personal and powerful stories from public transport workers, you can’t help but view them differently. Even for those of us working on the campaign, the impact was instant and profound. I can’t wait to see the positive change the vests have in the real world,” commented Clemenger BBDO executive creative director, Tristan Graham.
Credits:
Client: Department of Transport and Planning
Creative Agency: Clemenger BBDO
Chief Creative Officer: Jim Curtis
Executive Creative Director: Tristan Graham
Art Director: Zoe Perrin
Copywriter: Riana McKenzie
Craft Designer: Ant Yee
Senior Producer: Lisa Moro
Managing Director: Julian Bell
Strategy Partner: Mike Ronkoske
Group Business Director: Ben Peachell
Senior Business Manager: Elyse Paone
Production: Clemenger Studios
DOP: Hossein Khodabandehloo bin Abolfazl
B Camera Operator: Lewis Rodan
Producer: Elizabeth Rocka
Editors: Andrew Packer & Sam Coates @ Finish Productions
Sound Engineer: Robbie Balatincz @ Finish Productions
Photographer: Ryan Wheatley @ Ryan Wheatley Photography
Retoucher: Gabrielle Hughes
