Coordinate

Before you renovate investigate

Social Campaign

Worksafe ACT wanted to create a social campaign to raise awareness about the health impacts associated with Asbestos. Asbestos poses a health risk when asbestos fibres are released into the air and inhaled or ingested. This occurs once a material containing asbestos is broken, starts to deteriorate, or is disturbed in such a way that dust particles containing asbestos are produced. Worksafe required a campaign which would educate the public and especially DIY renovators and trades people about the need to take the appropriate precautions before conducting renovations or home repairs.

In addressing the campaign, the Coordinate team firstly considered the strategic direction by creating a positioning statement/key message which could be consistently applied across all communications materials. Once the foundations were established, the team quickly moved to the creative process. The key message - "Before you Renovate, Investigate" was developed and translated through a 30 and 15 second television commercial, print advertisements, flash and banner online advertisements, and educational collateral.

The television commercial was designed to engage the public without the traditional 'fear' tactic applied in many traditional health campaigns, and was also aimed at driving visitation to the website. The tone of voice, music and softer visuals were aimed to create an impact with the target audience, while a mix of traditional and new media was strategically purchased to ensure Worksafe ACT reach apprentice trades people, qualified tradesmen, new home buyers and the renovator market.

WORKSAFE

Brand Development & Design

In 2010 the ACT OH&S Commissioner merged with Work Cover ACT to form WorkSafe ACT. WorkSafe ACT needed a completely fresh visual identity, designed to appeal to an extremely varied group of stakeholders.

Coordinate was excited to win the pitch for this branding identity, we immediately went to work on the difficult task of how to visually represent the combination of the two regulatory bodies. The branding was designed to be approachable whilst still communicating an authoritative image.

The new branding was well received and carried on through all the Worksafe ACT regulatory documents, user guides and reference material.