Here’s a tricky brief: deliver a safety message in 19 languages other than English; reach a wide range of workers and employers. That is the task Think HQ was given by WorkSafe Victoria.
Think HQ has developed the campaign, Workplace Safety is our Common Language, to coincide with Cultural Diversity Week. The agency achieved broad reach through a combination of targeted message delivery in multiple languages and genuine engagement in multicultural communities throughout Victoria. The vast project was built on research commissioned by WorkSafe and conducted by CultureVerse, (the diverse audience engagement arm of Think HQ).
WorkSafe executive director of health and safety, Julie Nielsen, explained, “The campaign will make a meaningful difference in ensuring employers and workers understand their health and safety rights no matter what their cultural background or language.”
The main media campaign will reach multicultural communities through radio, online, social and OOH, with targeted outdoor creative matched to reflect the language most spoken in specific geographic locations. This is the first time that this innovation has been implemented by QMS Media’s digital Impulse network.
Think HQ was responsible for creating above and below the line assets from concept to creative execution, research, PR, event management, community consultation and engagement, using CultureVerse’s existing Multicultural Advisory Panel.
It was an enormous job. The agency translated layouts and recordings for hundreds of above and below the line assets into languages other than English. It also produced video case studies and animations in multiple languages, in-language media releases and managed the launch event with an online CALD panel for community leaders, business owners and workers from multicultural communities.
“It is a privilege to work with a client like WorkSafe that recognises the importance of reaching all Victorians and that is taking the lead to make that happen. As an inclusive mainstream creative agency focused on social good, we are proud to have produced such an impactful piece of work that reaches many diverse audiences,” stated Think HQ founder and managing director Jen Sharpe.
The campaign was translated into Indonesian, Greek, Hindi, Italian, Malay, Punjabi, Spanish, Tagalog, Thai, Urdu, Arabic, Burmese, Cantonese, Dari, Dinka, Khmer, Korean, Mandarin and Vietnamese.
Animated videos were used to explain safe working features:
Watch all the videos here. Watch the campaign video:
Credits:
Agency: Think HQ
Production: Think HQ
Multicultural strategy and community engagement: CultureVerse
Founder & Managing Director: Jen Sharpe
Head of Creative: Andy Lima
Copywriters: Stefan Delatovic & Joseph McMahon
Senior Art Director: Nathan Barrow
Art Director: Camilo Suarez
Designers: Melissa Hill, Nergal Youkhana & Kyla Davies
Motion Graphics: Roberta Ramalho
Photography: Nick West
Production Manager: Natasha Bauer
Production Coordinator: Edward Connely
Head of Strategy & Content: Stefan Delatovic
Head of PR: Alice Suter
PR Strategy: Elise Erwin
PR Tactics: Lauren Everett
Strategist: Louisa Moy
Diverse Audience Director: Jessica Billimoria
Localisation Director: Rune Pedersen
Community Engagement: Kevin Kapeke
Head of Account Services: Jane Emery
Group Account Director: Kate McGregor
