Why is this work relevant for Brand Experience & Activation?

Workplace Reflections, an installation of 64 mirrors, 16 rotating plinths, each programmed to broadcast a different story from real bullying victims, provided an emotional connection designed to change behaviour. Standing in the circle of mirrors and surrounded by their own reflection, individuals heard the stories that revealed the different types of workplace bullying situations. With their eyes wide open they could pledge to how they might change their own workplace behaviour to be safer.

Describe the target audience and why your work is relevant to them.

1-in-5 Australians experience workplace bullying. With the high statistics and victims’ reluctance to speak out, we needed a way to emotionally connect with Australians and change toxic workplace culture.

List the results (30% of vote)

Results in confidential section.

Background

“1 in 5 people experience workplace bullying in Australia” Beyond Blue Australia WorkSafe is a government body responsible for keeping workplaces safe for everyone. Every day, people face the threat of physical and mental injury at work. Although the presence of physical danger can be quite evident, mental harm can not only be hard to identify but often ignored or accepted. Mental health is a real issue that affects the individual and those around them. Research indicates the major cause is workplace bullying, but no one is speaking up about it. This was an important conversation that needed to be had. As the importance of mental health in the workplace becomes more apparent, organisations such as WorkSafe need to bring awareness to the issue and the root causes, but also influence behaviour change.

Describe the creative idea (20% of vote)

Workplace Reflections, an installation of 64 mirrors, 16 rotating plinths, each programmed to broadcast a different story from real bullying victims, provided an emotional connection designed to change behaviour. After reflecting on their behaviour, thousands pledged to change their behaviour and to be more supportive of their colleagues. Standing in the circle of mirrors and surrounded by their own reflection, individuals heard the stories that revealed the different types of workplace bullying situations. With their eyes wide open they could pledge to how they might change their own workplace behaviour to be safer.

Describe the strategy (20% of vote)

How do you get Australian workers to change their toxic workplace culture? By facing themselves and taking time to really reflect on their behaviour – whether that’s refusing to speak up, being complicit in bullying or realising that they are having a negative impact on their colleagues. With such social stigma attached to mental health in the workplace, we took a highly personalised approach to the issue. Real stories from those who until now had been fearful of speaking out were recorded anonymously. Individuals faced with their own reflection, were forced to reflect on their own workplace behaviour. At the conclusion of each story their reflection was replaced with a core consumer-facing message that highlighted the importance of mental safety and the true impact that bullying your colleagues in every occupation, industry and field. These were stories we knew would spark conversations at workplaces and ignite positive behaviour change.

Describe the execution (30% of vote)

Over seven days, 393,000 people were geo-targeted in the central business district and directed to the installation at Australia’s busiest train station. Mobile, social and out-of-home also gave, the campaign messaging significant reach beyond the physical installation. Over 1.2 million employees were reached and over 550 company inquires were received. Most importantly, calls to WorkSafe in relation to bullying and mental health rose by 50% during the campaign period. People were speaking up. What was once an unspoken subject matter, was now part of open conversations being had in workplaces, in social and person to person. Australia had reflected on their bullying culture and taken positive action.

List the results (30% of vote)

Please see results in confidential info.