WorkSafe Victoria: UMM - Construction

WorkSafe had a problem. Young audiences knew who they were but weren’t relating or connecting to the brand. As the most vulnerable people in workplaces, we needed to find a way to cut through and resonate with an audience who only know the brand from as an authoritative regulator communicating high impact consequential ads.
Enter UMM. A visual and verbal representation of that familiar sinking feeling when something’s not quite right. When the line of safety is being crossed and you don’t know what to do about it. Both a new campaign platform and a new character, UMM aims to help young people identify unsafe behaviour in the workplace, and empowers them to take action with the support of WorkSafe. UMM talks to the diverse range of workplaces and situations young people can find themselves in.