ASIA-PACIFIC – SINGAPORE, OCTOBER 7, 2011: To spread awareness on workplace safety and to encourage the workforce to share in the task of keeping the workplace safe, Singapore’s Workplace Safety and Health Council (WSHC) has engaged Grey Group Singapore to develop a campaign that will speak to Singaporean employees. One of the challenges the agency faced was how to capture the attention of employees who were not concerned with safety in offices and retail spaces, thinking that safety is for dangerous work environments such as building sites.
The social media-driven campaign, created by Grey’s digital arm Yolk, opens up digital world of personalized avatars.
“We know that Singaporeans are incredibly digitally connected,” explains Subbaraju Alluri, CEO of Grey Group Singapore. “By packaging a public service message on a social media platform, we found a way to engage our target audience effectively.”
On the campaign website www.wshnation.sg, users can customize an avatar of a “WSH Citizen”, and register with details such as name, industry and job title. After the WSH citizen has been created, users can pledge to “end all risks at work” and share their avatar with friends on Facebook and Twitter. In addition, they can download an image of their WSH citizen, make it their profile picture, desktop wallpaper or even print it out to create a 3D version of their citizen.
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A few of the avatars created on the WSH Nation website
Users can also view the entire world of avatars, and all the different people that have pledged allegiance to the WSHC act through the website. Planned over six months, until the April 2012, the campaign is set to feature the Singaporeans and their avatars in full glory against the city skyline, pledging all their efforts to ensuring safe and healthy workplaces.
Yolk has also produced a mobile site, to make engagement easily accessible.
CREDITS
Grey Group
Chief Creative Officer: Ali Shabaz
Head of Copy: Joseph Cheong
Senior Art Director: Raymond Chan
Junior Art Director: Marcus Lim
Senior Account Director: Aimai Ong
Account Director: James Lim
Account Executive: Bernard Lim
Yolk
Operations & Client Engagement Director: Kelveen Soh
Creative Director: Low Jun Jek
Project Manager: Kester Poh
Senior Flash Developer: Ong Su Hui
Senior Interactive Designer: Teo Yu Ling
Lead Artist: Wendy Jim
Senior Web Developer: Ardy Dedase
Web Developer: Zaw Zaw Aung
Audio Designer: Kurt Loy
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