SafeWork NSW puts workplace safety into emotional focus for families

SafeWork NSW is urging workers to prioritise safety not just for themselves, but for the people waiting for them at home.

Under the platform “Safe at work. There for them” theme, the campaign reframes workplace safety as a personal and emotional issue, showing how injuries and absences impact loved ones. It marks the first major campaign since 303 MullenLowe was appointed to the account earlier this year.

The work contrasts empty worksites with powerful moments of homecoming, using real families across CALD communities including First Nations, Arabic, Vietnamese, Hindi, Mandarin, Cantonese and Korean speakers.

“Even if self-preservation isn’t enough to drive change, reframing safety as something that affects those you love creates a powerful motivator,” Joanna Gray, CEO of 303 MullenLowe Sydney, said.

The campaign targets both physical and psychosocial risks, including workplace bullying and is now live across TV, BVOD, OOH, radio, digital and social.

“You’re important at work, but at home you’re irreplaceable,” chief creative officer Bart Pawlak, added. “That’s the emotional truth we wanted to land.”

Directed by Paola Morabito and produced by Finch, the work aims to cut through with urgency and empathy.