Title translated into English
Fear of Death
Film: Duration in minutes
33 seconds minutes
We collaborated with the award-winning creative and film director Ms Elaine Chow, together we have created a 33”s film called “Fear of death”. The film redefines what masculinity is in a light-hearted and humorous way, bringing in the single-minded message that masculinity is not defined by how “dare” you are. On the contrary, it is defined by the fear you have when facing the potential risk at work, one should crave for life instead of braving death, and should be responsible for yourself and your loved one.
Mr Chapman To, Hong Kong renowned and award-winning actor, played as the construction worker in the film. The Director of Photography is Mr Kwan Pung-Leung who has been participated in numerous popular and acclaimed films such as “In the mood for love”, “2046” and won Best Cinematography in Hong Kong Film award.
The film was debuted in November 2018 across television station, YouTube, Facebook and the cinemas as well as our website as part of the construction safety campaign. According to the statistics from “admanGo Hong Kong” which is a market leader in the provision of advertising monitoring service in Hong Kong, the video campaign received high ratings. The film has massive reach of the audience, over 4.2 million people, representing 65% of the category population of 6.5 million have viewed the film for at least one time during the 3-week TVC campaign.
Falling from height is the leading cause of the work-related death in the construction industry in Hong Kong and probably in the world. This video is to get across this important message of “hook up” properly, and to protect your family is to work safe and return home safe.
This single-minded message made it easier and more intuitive for the target audience to discern the key message (crave for life instead of brave death) and drive action (wear personal protective equipment when you go to work), received positive feedback and was shared amongst the construction workers in Hong Kong.
Crave for life instead of brave death
The construction industry is one of the main pillars of Hong Kong’s economy, employing over 340,000 workers (nearly 9% of the working population) and contributed 4.5% of Gross Domestic Product ("GDP") in 2018. The sector is considered to be one of the high risk industries. The accident rate per 1000 workers and the number of fatal industrial accident has always been the highest amongst all industries.
Occupational Safety and Health Council has attached great importance to safeguard the safety and health of the construction workers. We organised large-scale seminars, various award programs and competitions, launched television and radio programs as well as safety certification scheme to enhance the safety awareness and safety standard of the construction industry.
This film “Fear of death” is Council’s new initiative to raise the safety awareness of the industries’ workers. We understand sometimes ‘’informational message” does not work, people are bombarded with advertisements, and it is quite difficult to break through the internet and TV clutter of noises, especially when the film is on safety, which is sometimes considered to be conventional, generic, corporate and not to mention boring. It would be easily thrown into mass and social media oblivion and being forgotten.
We need somethings different, something that is creative, memorable, and humorous and with a touch of human insight, we hope after people seeing it, they will have the “aha” reaction, that our creative could cause our target audience - construction workers as well as the general public to immediately perceive the relevance it has in their own lives.
Construction industry, as well as the general public in Hong Kong
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