Grey highlights on the job safety issues in new tvc for Workplace Safety Council Singapore

Grey Singapore has collaborated with the Workplace Safety Council Singapore (WSH) to develop a new public education campaign. This campaign aims to change mindsets about safety issues at the workplace, to help employees and employers realise the importance of workplace safety. A 30-second TVC drives home the message “This Could Be You” and will run on local free-to-air channels, cable TV and in cinemas from May to July.

The campaign drives home the fact that work accidents can happen to anyone, especially if they take safety for granted and neglect safety practices. The TVC reinforces this with statistics: Every day, 30 people are injured at work and every week, one dies.

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Ali Shabaz, Chief Creative Officer, Grey Group, Singapore Thailand and Indonesia says: “We sought to communicate that workplace accidents can happen to anyone, especially if they chose to ignore workplace safety practices. The depiction of a very real scenario aims to serve as a reminder to people that ‘This Could Be You’, and to stop the assumptions that it will never happen to them because that’s what leads to most accidents.”

The television commercial shows a construction worker slipping on a rod while working on the top floor of a building under construction. It depicts the dangers of poor housekeeping and poorly erected barricades at work sites. The worker fell from height to his death – underscoring the importance of preventing fatal falls which is the top killer in workplaces.

As he falls in slow motion down several storeys of an almost-completed building, the voiceover states how this victim could be anyone – a father of two, a newly-wed, or someone’s son. More importantly, the victim could be the viewer themselves; if they choose to ignore workplace safety practices. The grim ending is a stark reminder for viewers, and the end of the TVC puts forth simply, “Stop the assumptions. Stop work accidents.”  

Credits

Audio Production: Songzu Singapore