Le Ministère du Travail et des Solidarités
Highlight the lives that are turned upside down due to a workplace accident
#Communication #Public
↳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.
↳Deployment
↳ A campaign that leverages audio and digital:
Radio and digital audio with 4 spots of 30 seconds each;
LinkedIn with sponsored carousels;
Digital banners directing visitors to the website securiteautravail.gouv.fr;
A communication kit for stakeholders, including A4 posters, social media posts, and a pre-written article.
PR support to highlight the prevention message at both national and local levels.
