Asking passengers to see the people behind the uniforms.
In recent years, Victoria has seen an increase in verbal abuse of its frontline workers. At the same time, psychologists have proven that people treat other people better once they know more about them.
So, to raise awareness for the issue of transport worker abuse and to help reduce it, Australian textile artists were commissioned to bring transport workers’ personal stories to life through artwork embroidered onto their safety vests.
The project, ‘Hi-vis Humanity’, aims to help protect workers, by asking passengers to see the people behind the uniforms.
The vests featured in the campaign reflect the personal stories of four transport workers—a refugee, gold medalist, domestic violence survivor and father of young children.
The personalised, reflective safety vests were crafted by Australian textile artists Kait James, Sharon Peoples, Ruth De Vos and Susie Vickery.
The artists used reflective thread and fabric to maintain the existing safety attributes of the workers’ hi-vis vests—while large reflective panels on the back of the vests also feature the workers’ written stories.
Vickery said it’s not often that people look beyond the person performing a service.
'However, it’s something we need to do more of," she said.
The vests will be displayed across Victoria’s public transport network through outdoor advertising around public transport stations and stops while films online and on social media will expand upon the workers’ stories.
Clemenger BBDO ECD, Tristan Graham, said once people hear these personal and powerful stories from public transport workers, they can’t help but view them differently.
"Even for those of us working on the campaign, the impact was instant and profound. I can’t wait to see the positive change the vests have in the real world," said Graham.
Credits:
Client: Department of Transport & Planning
Agency: Clemenger BBDO
Chief Creative Officer: Jim Curtis
Executive Creative Director: Tristan Graham
Group Creative Director: Ant Phillips
National Traffic Manager: Karen Kushinsky
Art Director: Zoe Perrin
Copywriter: Riana McKenzie
Craft Designer: Ant Yee
Senior Producer: Lisa Moro
Managing Director: Julian Bell
Strategy Partner: Mike Ronkoske
Group Business Director: Ben Peachell
Senior Business Manager: Elyse Paone
Artists (vest creation):
- Kait James
- Sharon Peoples
- Ruth de Vos
- Susie Vickery
Production Company: Clemenger Studios
DOP: Hossein Khodabandehloo bin Abolfazl
B Camera Operator: Lewis Rodan
Production Producer: Elizabeth Rocka
Editor: Andrew Packer
Editor: Sam Coates
Sound Engineer: Robbie Balatincz
Photographer: Ryan Wheatley
Retoucher: Gabrielle Hughs
