“Together we created the ‘Master Common Sensei’, and he appears whenever danger is near, giving young workers the wisdom of common sense and 1000 toolbox talks.”
A new digital campaign from The Housing Industry Association (NSW) is using humour to change risk taking behaviour by apprentices .
Developed in conjunction with behaviour change specialists, The Shannon Company (TSC), the campaign features the teachings of the “Common Sensei”, a mythical master of the worksite.
TSC creative director Stuart Nightingale says the approach was based on behavioural insights drawn from structured research with apprentices.
“They pretty much know how to work safely, but become over confident of their ability and consciously cut corners to do tasks faster,” Nightingale says.
“By making the content engaging we’re striving for young workers to ‘think of Common Sensei’ when they see something that’s not safe and call it out in a non-confronting yet effective way.
“Together we created the ‘Master Common Sensei’, and he appears whenever danger is near, giving young workers the wisdom of common sense and 1000 toolbox talks.”
https://youtu.be/sz3hSnW2oJoNew ‘Common Sensei’ wisdoms will be continually fed into social content targeting young tradies over the next three years and evaluated to determine impact on injury rates.
Almost 50% of injury claims in construction in NSW involve young workers and the program is funded through an icare Foundation grant to HIA (NSW).
Credits
Client: Housing Industry Australia, NSW (funded by icare NSW)
Creative: The Shannon Company
Creative Director: Stuart Nightingale
Creative Team: Jaksen Daddo & Harry Bastin
Strategist: Sharon Bullen
Director: Cathal Geaney – Got It Made Productions
