WorkSafe Victoria using clickbait as a force for good
Using the kind of language popular among less reputable media outlets, such as “You won't believe what happens when...”, the Clickbait Safety Announcements campaign aims to reach an audience that does not generally engage with traditional workplace safety advertising.
The sensationalism of clickbait headlines is being combined with peoples’ morbid curiosity by combining footage and information about real workplace accidents.
The campaign ultimately aims to encourage young people to speak up if they feel unsafe at work, and inform them of their rights to refuse to be exposed to potentially dangerous situations.
“Human beings can be a dark bunch, which is why car crash stories and shark attacks are often the most read articles in newsfeeds,” Naked Executive Creative Director Jon Burden said.
“The fact that so many accidents are now caught on CCTV just feeds this curiosity with other people’s misfortune. This campaign is one of those cases where our target audiences’ fascination with the problem presented the perfect solution.”
The campaign has four videos, each focused on a different workplace environment — manufacturing, hospitality, construction and retail. The campaign will be conducted online, where it is most likely to reach young audiences.
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