WorkSafe’s campaign for Cultural Diversity Week empowers Victorian workers via safety messages

Jean Cabico - March 24, 2021

Australia – WorkSafe Victoria, Australia’s government agency that enforces health and safety in Victorian workplaces, has launched the ‘Culturally and Linguistically Diverse’ (CALD) campaign, in an aim to deliver safety messages to workers and employers for the celebration of Cultural Diversity Week.

The CALD campaign, which is done in partnership with communications agency Think HQ, was delivered in 19 different languages other than English to reach multicultural communities throughout Victoria.

The campaign was released on 21 March and was rolled out on  radio, online, and social, as well as OOH, with targeted outdoor creative matches to reflect the language most spoken in specific geographic locations. Furthermore, this is the first campaign implemented by Impulse Network, the creative arm of outdoor media company QMS Media. 

Think HQ was responsible for translating layouts and recordings into the different languages.  The agency also produced video case studies and animations in multiple languages, and in-language media releases, as well as managed the launch event with an online CALD panel for community leaders – business owners and workers from multicultural communities.

Julie Nielsen, the executive director of health and safety at Worksafe, believes the campaign will make a meaningful difference in ensuring employers and workers understand their health and safety rights no matter what their cultural background or language.

Meanwhile, Jen Sharpe, the founder and managing director of Think HQ, commented that it is a privilege for them to work with a client like WorkSafe on a campaign that recognizes the importance of reaching all Victorians.

“As an inclusive mainstream creative agency focused on social good, we are proud to have produced such an impactful piece of work that reaches many diverse audiences,” added Sharpe.