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The Common Sensei Information Pack
Title translated into English
The Common Sensei Information Pack
Product submission URL (http:// or https://)
Product description
The common sensei website contains links to information pack that provides tangible information to support the social media program and videos. Altogether, these assets create a highly integrated marketing communications initiative. Common sense is a skill that all must learn in order to become master of their trade. But how can a young apprentice grasshopper acquire the knowledge of the sacred sense? Through the teachings of the Common Sensei. The Common Sensei is a mythical master of the worksite who appears when danger is near - giving young workers the wisdom of 1000 toolbox talks and the ability to use their head when they’re doing something risky. Our goal is to inspire young apprentices & tradies to be safe on work sites by demonstrating the dangers of what might happen if they don't follow safety protocol through a series of attention grabbing, entertaining videos. 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/ https://commonsensei.com.au
Social Media Education Program
Contact details Editor / Production company
Housing Industry Association (HIA) and icare
4 Byfield St, Australia-2113 Macquarie Park
+6199783359 r.may@hia.com.au https://hia.com.au