Le Ministère du Travail et des Solidarités

↳Context

In 2024, 764 people died on the job, and over 549,000 workplace accidents were reported. These unacceptable numbers highlight the need for increased awareness of workplace risks. This risk is especially pronounced for new employees: nearly 15% of serious and fatal accidents occur within the first three months of employment.

↳Challenge

Look beyond the statistics and see workers as individuals, shining a light on the risks that affect us all and manifest through shattered lives.

↳Strategy

Empower everyone in the workplace to pay particular attention to the most vulnerable individuals, especially those starting a new role, regardless of their age or position. The premise is that we all make mistakes when we start a new job, but serious and fatal ones can and must be collectively prevented. The campaign firmly and emotionally reminds us that safety is not optional with its concept of extraordinary messages. Behind every workplace accident is a life suddenly interrupted, and to convey this, it reimagines everyday notifications (SMS, chats, voicemails) to capture that pivotal moment when an ordinary message unknowingly becomes the last.