Schlaue Autos App1
M-66_002.mp4
Driver Hazard1
Azupoly1
PENNY E-Learning1
PENNY E-Learning2
PSA1
#safe4life - PARACHUTE
App Risikoanalyse
Certo1
CARTILLA1
Sec1
Sec2
Working1
Video Tool1
Kanelot1
WeQaYa 2
Vision Zero 1
Vision Zero 2
Arbeidsmiljoeguiden1
Ekas Box 1
Ekas Box 2
Ekas Box 3
Ekas Box 4
Ekas Box 5
Espace 1
Espace 2
Espace 3
Espace 4
Sécurité en Fédération 1
Sécurité en Fédération 2
Sécurité en Fédération 3
Sécurité en Fédération 4
Sécurité en Fédération 5
Manipulación manual 1
Manipulación manual 2
Manipulación manual 3
Manipulación manual 4
Manipulación manual 5
Alimentación 1
Alimentación 2
Alimentación 3
Alimentación 4
Alimentación 5
Abgelenkt1
Abgelenkt2
Abgelenkt3
Abgelenkt4
Säker vardag 1
Abgelenkt5
Säker vardag 2
Säker vardag 3
Säker vardag 4
Säker vardag 5
› Filling and Maintenance 1
› Filling and Maintenance 2
› Filling and Maintenance 3
› Filling and Maintenance 4
› Filling and Maintenance 5
ergo@WSH 1
ergo@WSH 2
ergo@WSH 3
ergo@WSH 4
ergo@WSH 5
Holz 1
Holz 2
Holz 3
Holz 4
Holz 5
Manager 1
Manager 2
Manager 3
Manager 4
Manager 5
Le stockage 1
Le stockage 2
Le stockage 3
Le stockage 4
Le stockage 5
WSH Nation1
WSH Nation2
WSH Nation3
WSH Nation4
WSH Nation5
Gesundheit1
Gesundheit2
Gesundheit3
Gesundheit4
Gesundheit5
Lebenswichtige Regeln1
Lebenswichtige Regeln2
Lebenswichtige Regeln3
Lebenswichtige Regeln4
Lebenswichtige Regeln5
Application Smartphone1
Application Smartphone2
Application Smartphone3
Application Smartphone4
Application Smartphone5
Virtuelles Asbesthaus1
Virtuelles Asbesthaus2
Virtuelles Asbesthaus3
Virtuelles Asbesthaus4
Virtuelles Asbesthaus5
Sicheres Betriebspraktikum 1
Sicheres Betriebspraktikum 2
Sicheres Betriebspraktikum 3
Sicheres Betriebspraktikum 4
Sicheres Betriebspraktikum 5
Zugänge zu Baustellen1
Zugänge zu Baustellen2
Zugänge zu Baustellen3
Zugänge zu Baustellen4
Zugänge zu Baustellen5
อาชี1
อาชี2
อาชี3
อาชี4
La drague1
La drague2
La drague3
La drague4
La drague5
Application mobile Secourisme1
Application mobile Secourisme2
Application mobile Secourisme3
Application mobile Secourisme4
Fais attention 1
Fais attention 2
Fais attention 3
Cherchez 1
Cherchez 2
Cherchez 3
Cherchez 4
Cherchez 5
SOCSO1
SOCSO2
SOCSO3
SOCSO4
SOCSO5
Ergonomie1
Ergonomie2
Ergonomie3
Ergonomie4
Ergonomie5
Engagementgame1
Engagementgame2
Engagementgame3
Engagementgame4
Engagementgame5
Find Accident1
Find Accident2
Find Accident3
Find Accident4
Find Accident5
Multinational 1
Multinational 2
Multinational 3
Multinational 4
Multinational 5
Apps im Arbeitsschutz1
Apps im Arbeitsschutz2
Apps im Arbeitsschutz3
Apps im Arbeitsschutz4
Sicheres Arbeiten1
Sicheres Arbeiten2
Sicheres Arbeiten3
Sicheres Arbeiten4
Sicheres Arbeiten5
Sicheres Befahren 1
Sicheres Befahren 2
Sicheres Befahren 3
Sicheres Befahren 4
Sicheres Befahren 5
Sicheres Krankenhaus1
Sicheres Krankenhaus2
Sicheres Krankenhaus3
Sicheres Krankenhaus4
Sicheres Krankenhaus5
App PreventieCoach1
App PreventieCoach2
App PreventieCoach3
App PreventieCoach4
Runter vom Gas1
Runter vom Gas2
Runter vom Gas3
Runter vom Gas4
Runter vom Gas5
Near Enough1
Near Enough2
Near Enough4
Near Enough3
Walk the Talk1
Walk the Talk2
Walk the Talk3
ความปลอดภัยกับผู้ใช้แรงงาน1
ความปลอดภัยกับผู้ใช้แรงงาน2
ความปลอดภัยกับผู้ใช้แรงงาน3
ความปลอดภัยกับผู้ใช้แรงงาน4
ความปลอดภัยกับผู้ใช้แรงงาน5
Arbeitssicherheit 1
Arbeitssicherheit 2
Arbeitssicherheit 3
Arbeitssicherheit 4
Arbeitssicherheit 5
Gefühltes RisikoAudit1
Gefühltes RisikoAudit2
Gefühltes RisikoAudit3
Gefühltes RisikoAudit4
Gefühltes RisikoAudit5
Arbeidsmiljoeguiden2
Arbeidsmiljoeguiden3
Arbeidsmiljoeguiden4
Arbeidsmiljoeguiden5
BG RCI-Rückenapp1
BG RCI-Rückenapp2
BG RCI-Rückenapp3
BG RCI-Rückenapp4
BG RCI-Rückenapp5
Unterweisungsveranstaltung1
Unterweisungsveranstaltung2
Unterweisungsveranstaltung3
Unterweisungsveranstaltung4
Unterweisungsveranstaltung5
Unterweisungsveranstaltung6
Ladder Safety1
Ladder Safety2
Ladder Safety3
Ladder Safety4
INDEXSYS1
INDEXSYS2
INDEXSYS3
INDEXSYS4
INDEXSYS5
Portail de formation1
Portail de formation2
Portail de formation3
Portail de formation4
Portail de formation5
Medidas Preventivas1
Medidas Preventivas2
Medidas Preventivas3
Medidas Preventivas4
Medidas Preventivas5
Medidas Riesgo de Agresión 1
Medidas Riesgo de Agresión 2
Medidas Riesgo de Agresión 3
Medidas Riesgo de Agresión 4
Medidas Riesgo de Agresión 5
Prevención del Accidente1
Prevención del Accidente2
Prevención del Accidente3
Prevención del Accidente4
Prevención del Accidente5
Sicherheitsquiz1
Sicherheitsquiz2
Sicherheitsquiz3
Sicherheitsquiz4
Sicherheitsquiz5
Schlaue Autos App2
Schlaue Autos App3
Schlaue Autos App4
Schlaue Autos App5
Curso sobre 1
Curso sobre 2
Curso sobre 3
Curso sobre 4
Curso sobre 5
Curso sobre la NOM1
Curso sobre la NOM2
Curso sobre la NOM23
Curso sobre la NOM4
Curso sobre la NOM5
Curso sobre la NOM-012_1
Curso sobre la NOM-012_2
Curso sobre la NOM-012_3
Curso sobre la NOM-012_4
Curso sobre la NOM-028_1
Curso sobre la NOM-028_2
Curso sobre la NOM-028_3
Curso sobre la NOM-028_4
Curso sobre la NOM-029_1
Curso sobre la NOM-029_2
Curso sobre la NOM-029_3
Curso sobre la NOM-029_4
Curso sobre la NOM-031_1
  • Schlaue Autos App1
  • M-66_002.mp4
  • Driver Hazard1
  • Azupoly1
  • PENNY E-Learning1
  • PENNY E-Learning2
  • PSA1
  • #safe4life - PARACHUTE
  • App Risikoanalyse
  • Certo1
  • CARTILLA1
  • Sec1
  • Sec2
  • Working1
  • Video Tool1
  • Kanelot1
  • WeQaYa 2
  • Vision Zero 1
  • Vision Zero 2
  • Arbeidsmiljoeguiden1
  • Ekas Box 1
  • Ekas Box 2
  • Ekas Box 3
  • Ekas Box 4
  • Ekas Box 5
  • Espace 1
  • Espace 2
  • Espace 3
  • Espace 4
  • Sécurité en Fédération 1
  • Sécurité en Fédération 2
  • Sécurité en Fédération 3
  • Sécurité en Fédération 4
  • Sécurité en Fédération 5
  • Manipulación manual 1
  • Manipulación manual 2
  • Manipulación manual 3
  • Manipulación manual 4
  • Manipulación manual 5
  • Alimentación 1
  • Alimentación 2
  • Alimentación 3
  • Alimentación 4
  • Alimentación 5
  • Abgelenkt1
  • Abgelenkt2
  • Abgelenkt3
  • Abgelenkt4
  • Säker vardag 1
  • Abgelenkt5
  • Säker vardag 2
  • Säker vardag 3
  • Säker vardag 4
  • Säker vardag 5
  • › Filling and Maintenance 1
  • › Filling and Maintenance 2
  • › Filling and Maintenance 3
  • › Filling and Maintenance 4
  • › Filling and Maintenance 5
  • ergo@WSH 1
  • ergo@WSH 2
  • ergo@WSH 3
  • ergo@WSH 4
  • ergo@WSH 5
  • Holz 1
  • Holz 2
  • Holz 3
  • Holz 4
  • Holz 5
  • Manager 1
  • Manager 2
  • Manager 3
  • Manager 4
  • Manager 5
  • Le stockage 1
  • Le stockage 2
  • Le stockage 3
  • Le stockage 4
  • Le stockage 5
  • WSH Nation1
  • WSH Nation2
  • WSH Nation3
  • WSH Nation4
  • WSH Nation5
  • Gesundheit1
  • Gesundheit2
  • Gesundheit3
  • Gesundheit4
  • Gesundheit5
  • Lebenswichtige Regeln1
  • Lebenswichtige Regeln2
  • Lebenswichtige Regeln3
  • Lebenswichtige Regeln4
  • Lebenswichtige Regeln5
  • Application Smartphone1
  • Application Smartphone2
  • Application Smartphone3
  • Application Smartphone4
  • Application Smartphone5
  • Virtuelles Asbesthaus1
  • Virtuelles Asbesthaus2
  • Virtuelles Asbesthaus3
  • Virtuelles Asbesthaus4
  • Virtuelles Asbesthaus5
  • Sicheres Betriebspraktikum 1
  • Sicheres Betriebspraktikum 2
  • Sicheres Betriebspraktikum 3
  • Sicheres Betriebspraktikum 4
  • Sicheres Betriebspraktikum 5
  • Zugänge zu Baustellen1
  • Zugänge zu Baustellen2
  • Zugänge zu Baustellen3
  • Zugänge zu Baustellen4
  • Zugänge zu Baustellen5
  • อาชี1
  • อาชี2
  • อาชี3
  • อาชี4
  • La drague1
  • La drague2
  • La drague3
  • La drague4
  • La drague5
  • Application mobile Secourisme1
  • Application mobile Secourisme2
  • Application mobile Secourisme3
  • Application mobile Secourisme4
  • Fais attention 1
  • Fais attention 2
  • Fais attention 3
  • Cherchez 1
  • Cherchez 2
  • Cherchez 3
  • Cherchez 4
  • Cherchez 5
  • SOCSO1
  • SOCSO2
  • SOCSO3
  • SOCSO4
  • SOCSO5
  • Ergonomie1
  • Ergonomie2
  • Ergonomie3
  • Ergonomie4
  • Ergonomie5
  • Engagementgame1
  • Engagementgame2
  • Engagementgame3
  • Engagementgame4
  • Engagementgame5
  • Find Accident1
  • Find Accident2
  • Find Accident3
  • Find Accident4
  • Find Accident5
  • Multinational 1
  • Multinational 2
  • Multinational 3
  • Multinational 4
  • Multinational 5
  • Apps im Arbeitsschutz1
  • Apps im Arbeitsschutz2
  • Apps im Arbeitsschutz3
  • Apps im Arbeitsschutz4
  • Sicheres Arbeiten1
  • Sicheres Arbeiten2
  • Sicheres Arbeiten3
  • Sicheres Arbeiten4
  • Sicheres Arbeiten5
  • Sicheres Befahren 1
  • Sicheres Befahren 2
  • Sicheres Befahren 3
  • Sicheres Befahren 4
  • Sicheres Befahren 5
  • Sicheres Krankenhaus1
  • Sicheres Krankenhaus2
  • Sicheres Krankenhaus3
  • Sicheres Krankenhaus4
  • Sicheres Krankenhaus5
  • App PreventieCoach1
  • App PreventieCoach2
  • App PreventieCoach3
  • App PreventieCoach4
  • Runter vom Gas1
  • Runter vom Gas2
  • Runter vom Gas3
  • Runter vom Gas4
  • Runter vom Gas5
  • Near Enough1
  • Near Enough2
  • Near Enough4
  • Near Enough3
  • Walk the Talk1
  • Walk the Talk2
  • Walk the Talk3
  • ความปลอดภัยกับผู้ใช้แรงงาน1
  • ความปลอดภัยกับผู้ใช้แรงงาน2
  • ความปลอดภัยกับผู้ใช้แรงงาน3
  • ความปลอดภัยกับผู้ใช้แรงงาน4
  • ความปลอดภัยกับผู้ใช้แรงงาน5
  • Arbeitssicherheit 1
  • Arbeitssicherheit 2
  • Arbeitssicherheit 3
  • Arbeitssicherheit 4
  • Arbeitssicherheit 5
  • Gefühltes RisikoAudit1
  • Gefühltes RisikoAudit2
  • Gefühltes RisikoAudit3
  • Gefühltes RisikoAudit4
  • Gefühltes RisikoAudit5
  • Arbeidsmiljoeguiden2
  • Arbeidsmiljoeguiden3
  • Arbeidsmiljoeguiden4
  • Arbeidsmiljoeguiden5
  • BG RCI-Rückenapp1
  • BG RCI-Rückenapp2
  • BG RCI-Rückenapp3
  • BG RCI-Rückenapp4
  • BG RCI-Rückenapp5
  • Unterweisungsveranstaltung1
  • Unterweisungsveranstaltung2
  • Unterweisungsveranstaltung3
  • Unterweisungsveranstaltung4
  • Unterweisungsveranstaltung5
  • Unterweisungsveranstaltung6
  • Ladder Safety1
  • Ladder Safety2
  • Ladder Safety3
  • Ladder Safety4
  • INDEXSYS1
  • INDEXSYS2
  • INDEXSYS3
  • INDEXSYS4
  • INDEXSYS5
  • Portail de formation1
  • Portail de formation2
  • Portail de formation3
  • Portail de formation4
  • Portail de formation5
  • Medidas Preventivas1
  • Medidas Preventivas2
  • Medidas Preventivas3
  • Medidas Preventivas4
  • Medidas Preventivas5
  • Medidas Riesgo de Agresión 1
  • Medidas Riesgo de Agresión 2
  • Medidas Riesgo de Agresión 3
  • Medidas Riesgo de Agresión 4
  • Medidas Riesgo de Agresión 5
  • Prevención del Accidente1
  • Prevención del Accidente2
  • Prevención del Accidente3
  • Prevención del Accidente4
  • Prevención del Accidente5
  • Sicherheitsquiz1
  • Sicherheitsquiz2
  • Sicherheitsquiz3
  • Sicherheitsquiz4
  • Sicherheitsquiz5
  • Schlaue Autos App2
  • Schlaue Autos App3
  • Schlaue Autos App4
  • Schlaue Autos App5
  • Curso sobre 1
  • Curso sobre 2
  • Curso sobre 3
  • Curso sobre 4
  • Curso sobre 5
  • Curso sobre la NOM1
  • Curso sobre la NOM2
  • Curso sobre la NOM23
  • Curso sobre la NOM4
  • Curso sobre la NOM5
  • Curso sobre la NOM-012_1
  • Curso sobre la NOM-012_2
  • Curso sobre la NOM-012_3
  • Curso sobre la NOM-012_4
  • Curso sobre la NOM-028_1
  • Curso sobre la NOM-028_2
  • Curso sobre la NOM-028_3
  • Curso sobre la NOM-028_4
  • Curso sobre la NOM-029_1
  • Curso sobre la NOM-029_2
  • Curso sobre la NOM-029_3
  • Curso sobre la NOM-029_4
  • Curso sobre la NOM-031_1

Safety Say What

Title translated into English

Safety Say What

Product submission URL (http:// or https://)

Product description

For your consideration we’re submitting the Safety Say What (www.safetysaywhat.ca) website – an empowering and informational website that teaches young workers within Ontario, Canada their rights and how to stand up for them. This website is part of a digital marketing awareness and educational campaign and acts as a hub of information that young workers (i.e. Generation Z) can visit to learn about their rights, how to advocate for themselves and to access resources to enable better workplace safety.

Based on a deep research process (see next section for further details) it was determined that language and overall design needed to do the following:

  • Be delivered in a fun, informative and approachable way
  • Content had to be displayed in shorter doses of information to be more easily be absorbed
  • Mobile friendly
  • Be ethnically and gender diverse

The final site met these requirements and focused on delivering messages through bold eye-catching statements in addition to concise educational pieces. As well, the overall campaign and website featured characters of various ethnicities, genders and backgrounds to reflect Ontario’s audience. 

Finally, research showed that Generation Z was a socially active generation, that were more motivated to advocate for things they believed in. So it was ensured that the website featured resources that could be easily printed and hung in the workplace.

Aims and objectives

To determine the best approach to the campaign messaging, a multi-month research process was employed to better understand the target demographics (Generation Z, ages 16-22 within Ontario) behaviours, understanding of safety and preferences for dissemination of information. Leveraging multiple research techniques (market research, focus groups, etc), the team identified a key tension point: young workers were often educated on safety, but lacked confidence to stand up for their rights.

Research also revealed that while ‘shock’ or ‘horror’-style safety content did help with message retention, but it also could have long-lasting negative effects (e.g. nightmares). As well, Generation Z was found to be resistant to messages that were not directly relevant to their lives, and traditional health and safety education tended to be out-of-date and unrelatable.

Thus, pulling from real-life examples the campaign focused on the unreasonable requests that may be heard in the workplace to grab the audience’s attention and make it relevant to their unique situations.  Borrowing from the expression ‘...say what!?’, the Safety Say What campaign and website was born. The campaign and website prominently featured the tagline ‘If it raises an eyebrow, raise your concern’, while the website featured visual representations of the ‘raised eyebrow’ and quotes that were inspired real-life examples. Consistently, throughout the website, the message is clear: trust your instincts and raise concerns.

Leveraging social media ads, accounts and influencer partnerships, the campaign performed beyond expectations and is currently in its second year. In the first year the total campaign reached approx. 1/3 of 16-22 year olds in Ontario with a total of 1.8 million of target audience reached through ads alone. Overall, the website garnered over 76,000 visits in the first year of the campaign and continues to reach young workers across Ontario.

As for the message, it resonated well with young workers. The style of message sparked conversation and online debate on safety. As well, it inspired young workers to share the message with their friends (via online tagging) and even calling out organizations that they had safety issues with in the past.

Within Ontario, Canada, young workers are one-third more likely to get injured than workers over the age of 25 and lose an average of 13 days of work when injured. Despite previous efforts within the province to improve in this area, educational/awareness efforts had limited impact. Thus, Workplace Safety and Prevention Services (WSPS) partnered with Gene Global Inc. (Gene) to launch an awareness/education campaign in 2018 called Safety Say What. Based on first year success (campaign ended in 2019), the program received additional funding, and  continues today.

Files

Target audience

Young workers in Ontario, Canada (ages 16-22)

Campaign


Awareness Campaign

Awards

N/A

Contact details Editor / Production company

Workplace Safety & Prevention Services
5110 Creekbank Rd, Canada-L4W 0A1 Mississauga
1-905-614-2138905 614 1414 https://www.wsps.ca