Grey Singapore campaign opens eyes to risky workplaces

ASIA-PACIFIC – MAY 2011 – A TV and outdoor campaign launched late last month by Grey Singapore turns the attention to commonplace dangers using a little common sense.

The agency’s work for the Workplace Safety and Health Council of Singapore aims to educate the public to be vigilant of the daily risks of physical dangers and mishaps at workplaces. The campaign supports the implementation of the local legislation, the Workplace Safety and Health Act, which is already in force and will encompass all workplaces effective September 2011.

The idea for the TV spot shot and directed by Royston Tan comes from the insight that most people are either unaware of office risks or tend to turn a blind eye to such dangers. The campaign line, “Say NO to risks at work”, reinforces the message that by taking vigilant steps to prevent or eliminate such dangers, workplaces can be healthy and safe living spaces to work in.

The campaign, which targets employers and employees alike, includes a lifelike outdoor execution that communicates this serious message using humor to attract and engage the target audience in the heart of Singapore’s central business district, Raffles Place Park, that sees high volume traffic of suits.
 

TVC CREDITS
Client: Workplace Safety and Health Council
Agency: Grey Singapore
Chief Creative Officer: Ali Shabaz
Senior Art Director: Raymond Chan
Copywriter: Aslinda Khanafi
Account Director: James Lim
Account Executive: Bernard Lim
Producer: Frances Tan
Production House: Play Films
Post Production: Blackmagic Design
Audio: Yellow Box Studios
 
OUTDOOR INSTALLATION CREDITS
Client: Workplace Safety and Health Council
Agency: Grey Singapore
Chief Creative Officer: Ali Shabaz
Art Director: Ang Sheng Jin / Zi Wei
Copywriter: Joseph Cheong / Dunstan Lee
Account Director: James Lim
Account Executive: Bernard Lim
Production: 4032 Singapore