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R U OK? Joins with OgilvyOne to Support Australia’s Rail Workers

Ogilvy & Mather Asia Pacific, 2 years, 5 months ago

Producing a campaign that helps Aussie rail workers deal with the devastating impact of rail accidents

R U OK? Joins with OgilvyOne to Support Australia’s Rail Workers

Suicide Prevention charity R U OK? and OgilvyOne have joined forces to produce a unique communications campaign aimed at helping Australia’s rail workers deal with the devastating impact of accidents and other incidents.
Developed for TrackSAFE, the internal communications campaign comprises a suite of tools, collateral, workplace event guides and other mechanisms to help encourage rail workers to engage in caring conversation, using the tagline ‘A chat can transform a workmate’s journey’.
OgilvyOne senior copywriter Beris Zanetich said the communications program provided specifically developed tools for rail and tram workplaces across Australia, to help ensure workers felt supported and open to caring conversation.
“Affected by the pressures they endure and the tragic episodes they witness, many rail workers experience an escalating variety of negative feelings over time,” he explained. “Yet a caring conversation with a concerned co-worker can be the catalyst that begins a positive transformation of their negative mindset,” he said.
“As a result, the message to workers through our communications had to be clear, believable, rail-relevant, and the events had to facilitate genuine opportunities for meaningful conversations to take place. We’re believe the program has real potential to help workers across the country,” he added.
To bring that transformation to life specifically in a rail-industry context, the creative executions use visual cues from rail network maps. This aims to position the ‘R U OK?’ conversation starter as a key ‘switchover’ hub that can put an unhappy workmate on a much more positive path. 

Elements include workplace event guides, postcards, posters, take-ones, conversation topic starters, email templates and other online communications through to two-person muffins and heat-sensitive coffee mugs.  

A version of the creative was also produced for the broader public; in Melbourne, Yarra Trams has ‘wrapped’ one of their trams with the creative and a message to remind commuters that ‘A chat can transform a mate’s journey’.
“The creative cues developed by OgilvyOne provide rail workplaces with a range of opportunities to start meaningful conversations among co-workers.  It’s an impactful and relevant way to get the message out to rail and tram workplaces across Australia, and through our partnership with TrackSAFE, we hope as many rail workers as possible will see, engage and get involved with the message,” said R U OK? campaign director Rebecca Lewis.
She said industry-specific Rail R U OK? Day staff events, promoted via digital media as well as signage in staff work areas had already started to take place in different areas of the country as a result the project.

Creative Agency

Account Managers: Will Hasko & Emilie Ammann

Art Director: Gareth Barlow

Associate Creative Director: Brenton Bleechmore

Creative Director: Rob Morrison

Managing Partner: Sally Kissane

Senior Copywriter: Beris Zanetich

Category: Corporate and social , Road safety

Genre: Experiential , Strategy/Insight