Road Safety in the Work Place

With 1 in 3 workplace incidents occurring on the road, it is vital to educate businesses about their role and responsibilities in keeping workers safe on our roads.

Project:

Road Safety in the Work Place

Prequalification Category:

Production

Date:

2020

Budget:

Initial Case Study $56,000 (plus each Case Study estimated separately)

Project:

Road Safety in the Work Place

Prequalification Category:

Production

Date:

2020

Budget:

Initial Case Study $56,000 (plus each Case Study estimated separately)

Campaign Objectives

In NSW, almost 30 percent of workplace fatalities are a result of road crashes at work.

The objective was to showcase best practice organisations who have successfully implemented road safety policies within their workplace.

The Essential Energy Case Study was to increase the awareness of potential benefits to staff and improvement of operational functions by having safer driving practices.

The Essential Energy Case Study was to be a proof of concept for a series of case study videos proposed by the Centre for Road Safety. The objective was to develop materials to educate businesses on the benefits of having road safety practices within their own workplace.

Strategy

To lower the number of workplace fatalities related to road crashes at work and to assist businesses meet their general obligations under the Work Health and Safety Act 2011, the approach was to capture an insight into how businesses are benefitting from their approach to road safety in the workplace.

Essential Energy, a leader of workplace safety, was selected to champion the benefits of road safety practices.

Providing a company perspective, their head of fleet was interviewed in their work environment, directly to camera, whilst supporting footage showcased their road safety procedures.

Target Audience

The primary audience for the road safety case studies was all employers who use the road, as well as TfNSW's road safety partners.

Execution

Circus developed the appropriate discussion guides, supporting briefs and calls sheets, as well as managing the actual film shoots across the state.

The Circus Creative Director led these shoots, including the interviewing of all stakeholders, and overseeing all post-production editing.

A total of ten Essential Energy case study videos were developed for the TfNSW Road Safety in the Workplace website at https://towardszero.nsw.gov.au/workplace. In addition, a suite of shorter social media videos was created for a paid campaign to drive traffic to the online resources.

Supporting Activities

The pre-production, filming and post production was undertaken by the Circus team, with the support of one of our contracted cameramen.

Results & Outcomes

Social media videos exceeded planned click through goals and impressions to reach over 1.8 million people. There was a 0.11% click through rate in comparison to the benchmark of 0.05% across digital, whilst LinkedIn content delivered a 0.50% click-through rate in comparison to the benchmark of 0.30%.

Analytical data has shown the content to be effective at driving traffic to the online resources with over 37,000 website visits accessing the online tools.

The success of the Essential Energy case studies has seen Circus re-engaged to develop further case studies, including case studies on NSW Health and Australia Post’s approach to road safety in the workplace.

we are here to make a difference

1/63 Foveaux Street,
Surry Hills NSW 2010
email: hello@circusgroup.com
 |  phone: +61 2 9954 6777