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The Common Sensei - Instagram Account
Title translated into English
The Common Sensei - Instagram Account
Product submission URL (http:// or https://)
Product description
During our research phase of the project we asked the apprentices we spoke with what social platforms they used. The only platform that was consistently quoted among all was Instagram. Various research papers support this finding, with Instagram consistently reported among the most popular social media platforms in Australia among the cohort. In addition, we needed to utilise a robust advertising platform to support the project in order to target the cohort and access audiences outside of HIA’s existing reach. As the Meta/Facebook advertising engine powers Instagram’s advertising, we were able to utilise the advanced targeting and reporting mechanisms that the Meta Ads Manager provides. Additionally, with the rise of TikTok, Instagram continues to innovate its functionality to compete head on with the newer platforms, most recently with its ‘Reels’ functionality. We therefore concluded that Instagram is a sound choice for the foundation of the project. As The Common Sensei is quite a unique character for communicating to the audience, we believe we could be a bit more creative with the approach and set up a separate Instagram page for The Common Sensei, as if it were his account. This is opposed to publishing content under the existing HIA accounts, which would attract brand limitations and guidelines for tone of voice. As such, the tone of voice used for The Common Sensei is: • Confident, but not arrogant. The Common Sensei knows his stuff and only reminds you of what you already know. • Witty, but not rude. The Common Sensei has spent years on the worksite so he knows how to handle the banter that comes with the territory. • Helpful. You can turn to the Common Sensei for advice and tips - like your crazy aunt or uncle that you learn from their experiences. • A guiding light, but not preach-y. The Common Sensei empowers you to make your own decisions. This concept and creative platform is adaptable to meet most worksite situations. Whilst common sense should not be heavily relied on in the safety systems of a worksite, it taps into a key insight shared by building supervisors around the ‘common sense’/experience factor that apprentices are yet to develop. It aligns to the core strategy of the project: getting apprentices to think for themselves and speak up. The Common Sensei concept is highly marketable with opportunity to develop endless creative ‘infinite wisdom’ quotes and videos. Communicating the safety messages through the infinite wisdoms/Confucius quotes, allows us to do so without preaching. We know this is important for this audience as they want to be treated as adults. As it’s quite a catchy name, it’s memorable, and hopefully would be picked up in common vernacular on site – it’s an ‘inoffensive’ way to talk about safety. The following hazards were uncovered when HIA conducted an online survey, and as such are the main behaviours the project is seeking to impact: • 64% have experienced a brain fade or forgotten how to do a task • 62% have done something a little unsafe because they judged it was probably safe • 58% have worked while fatigued • 51% have rushed to make a good impression Each of the challenges above are targeted via social media portraying each behaviour leading to the injury.
Aims and objectives
HIA is a membership association providing services and support for anyone in the residential building industry. HIA has long taken a view that we have a responsibility to encourage, nurture and progress building industry apprentices irrespective of whether they are part of HIA's group scheme or directly indentured. At Insurance and Care NSW (icare) we protect, insure and care for the people, businesses and assets of NSW. We provide workers compensation insurance to more than 326,000 public and private sector employers in NSW and their 3.6 million employees. In addition, we insure builders and homeowners, provide treatment and care to people severely injured on NSW roads; and protect more than $193 billion of NSW Government assets. We know accidents can happen. With icare, the people, employees and businesses of NSW can get back to their best and keep writing their future... because life continues. HIA has partnered with iCare as part of the Injury Prevention In Construction investment, designed to connect with and build a network of apprentices and youth working in the Australian residential construction industry to raise awareness and empower changed behaviour regarding worksite safety. The program's long-term objective is to affect behavioural change on building sites throughout NSW and reduce all levels of workplace accident and injury over time. This initiative creates awareness of the issues and behaviours contributing to injuries on-site. The initiative is underpinned by a proven behaviour change methodology developed by key collaborators on the project, The Shannon Company; a specialist behaviour change communications organisation with a 30 year track record of encouraging individuals, families and communities to change their behaviour 'willingly and for good'. This initiative is underpinned by a significant research phase, behaviour change strategy, creative and social media communication strategy. The initiative uses Instagram primarily, to deliver targeted safety videos and messages to young workers, led by ‘The Common Sensei’. The Common Sensei is a character that embodies an apprentice’s common sense on the worksite, and appears whenever danger is near. There were a number of hazards and challenges uncovered by the research which have been incorporated into the development of the communications strategy and ideas underpinning ‘The Common Sensei’. Firstly, the construction industry has significantly higher physical injury claims when compared to other industry sectors. This is particularly true for young workers, with 45 per cent of annual injury claims from young workers aged 19 to 32, according to iCare data. HIA found the following five injury types are important for improving the safety of young workers in the residential construction industry: a. Lacerations b. Puncture wounds c. Sprains and strains d. Falls from a height e. Trips and slips resulting from environmental agencies
Target audience
Young workers
Campaign
https://www.instagram.com/commonsensei_au/
Social Media Education Program
Contact details Editor / Production company
Housing Industry Association (HIA) & icare
4 Byfield St, Australia-2113 Macquarie Park
+6199783359 r.may@hia.com.au https://hia.com.au