Work Safe Alberta brings the pain
Originally printed in Strategy Magazine (December 2008) by Jonathan Paul
Nothing screams on-the-job safety awareness like a skin-peeling chemical burn. That’s one of the scenarios portrayed in a series of visceral viral executions for Work Safe Alberta (Alberta Employment and Immigration) running across the province into December that aim to make young people savvy about job safety.
The shocking vids are part of a social media campaign with the slogan “Some days are bloodier than others,” created by Edmonton-based Red The Agency, targeting teens aged 15 to 19 about to enter the workforce.
Though it’s similar to a Workplace Safety and Insurance Board (WSIB) campaign launched in Ontario last year, Work Safe Alberta’s effort was actually in development in 2007 and meant to launch last September.
“All of our learning had come directly from the discussions and testing we did with members of the target audience,” explains Randy Cronin, partner/director of strategy and research at Red The Agency.
Red developed six videos now on YouTube (youtube.com/user/BloodyLuckyAlberta). They are hard to watch, because of the ghastly nature of the workers’ encounters with a forklift at a lumber yard, a shaky ladder at a shoe store, a meat slicer at a deli, a deep fryer at a café and a knife at a restaurant…just use your imagination.
“We’re dealing with an audience that’s inundated with advertising and information,” says Cronin. “Ultimately it comes down to disturbing them to break through their cynicism about workplace safety.”
Cinema ads, interior transit, transit shelters, restobar/workplace posters and web banner ads work with the videos to drive traffic to bloodylucky.ca, which has the look of a kitschy theatre with a Muzak-esque soundtrack. “There’s an undercurrent of humour that lulls the viewer into expecting something different, and that contributes to the build-up to the actual seriousness of the scenario,” says Cronin.
Filed under: Campaigns, In The NewsGroundbreaking Work Safe campaign launched
In partnership with Work Safe Alberta (Alberta Employment and Immigration), RED helped launch a provocative campaign aimed at getting young workers to think twice about their safety. Driven by a powerful series of viral videos, bloodylucky.ca is already creating quite a stir.
Filed under: Campaigns, Client NewsEdmonton Airport Campaign receives top international honours
RED’s YEG/YES campaign produced for Edmonton Airports to promote non-stop destinations has been honoured at North America’s 2008 Excellence in Marketing & Communications Contest. Besting airport powerhouses such as Chicago O’Hare, LAX, Dallas/Fort Worth, Toronto Pearson, Vancouver, and New York LaGuardia, the campaign won first place in various individual categories that ultimately contributed to the top hardware for the Edmonton Airports, the Peggy G. Hereford Award.
The “YEG/YES” campaign helped change perceptions of the airport and increased direct-to-destination travel volumes. It also turned heads.
The campaign also received a 2008 International Summit Award for consumer multi-media campaign.
OK Tire Ranks Tops with J.D. Power and Associates
RED’s client, OK Tire, has ranked highest in customer satisfaction on the J.D. Power and Associates 2008 Canadian Customer Commitment Index Study. With 260 owner-dealers nation-wide, OK Tire moved up four positions from 2007 to take the top spot. More importantly, it’s based on the responses of 17,114 people from across the country – no small feat. To learn more about the award, visit jdpower.com.
Filed under: Awards & Recognition, Client NewsCanadian Direct Financial Launches
Canadian Direct Financial - a division of RED’s client Canadian Western Bank - recently opened its virtual doors. Here’s one of the videos from the campaign.
Filed under: Client NewsErnst & Young Entrepreneur of the Year caps list of business nominations
RED’s founders, Lori Billey and Monique Fikar have been honored with a number of business nominations including the prestigious Ernst & Young Entrepreneur of the Year award. The partners also received a nomination for the regional Chamber of Commerce 2004 Business Owner of the Year and were nominated as one of Profit Magazine’s Top 100 Woman Business Owners.
Filed under: Awards & RecognitionRED confirmed as member of ICA
RED Communications was recently confirmed as a member of the Institute of Communications and Advertising (ICA). Founded in 1905 as the Canadian Association of Advertising Agencies, ICA represents Canada’s foremost communications and advertising agencies. The organization serves as the largest and most authoritative source of information, advice and training for Canada’s communications and advertising industry, whose economic impact amounts to approximately $14.5 billion annually. ICA members are collectively responsible for more than 90% of national media billings.
Criteria for membership include proof of good standing in the industry, a record of operational stability as well as financial soundness. RED is proud to be among the newest members of this venerable Institute. Our ICA membership also provides access to the resources of the Advertising Agency Association of America (4As), the largest industry association in the world.
Filed under: Awards & Recognition, Industry