When data and community combine: How WorkSafe’s campaign found a home at 7-Eleven

The pandemic has opened our eyes to the importance of ensuring health and safety messaging is communicated to everyone in our community – no matter if English is their first language. So when WorkSafe approached QMS, Think HQ and CultureVerse about its latest campaign, the team were motivated by the idea of using data to better target Culturally and Linguistically Diverse (CALD) people where they live and work. 

As the first step in developing the “Workplace Safety is our Common Language” campaign, Think HQ and CultureVerse conducted extensive research about workplace safety and the attitudes and behaviours of workers from diverse cultural backgrounds. The research indicated a need for tailored workplace safety communications to multicultural communities, including cultural considerations and language targeting, to keep everyone safe. 

Think HQ and CultureVerse provided WorkSafe with a recommended strategy and plan including language selection that matched the real needs of CALD communities, and developed an integrated campaign across radio, online, social and QMS’ IMPULSE digital network. As part of this, Think HQ and CultureVerse also delivered the translation capabilities and all in-language creative – across 19 different languages apart from English.