WorkSafe has enlisted the help of an aspiring Māori comedian D’Angelo Martin in its latest campaign to help communicate directly to young workers.
In the one-minute spot, made by Assignment and called ‘Be A Safe Guy', Martin from Kaitaia wears a high-viz vest and says the way to stop whanau getting hurt at work is to “speak, korero, talk.” He then imitates a number of people found on a work site such as “the funny guy”, “the forget he’s wearing earmuffs guy” and “auntie’s boy guy” before reminding people that there is no wrong way to “be a safe guy.”
The campaign has a particular focus on Māori male workers, who are at the greatest risk. WorkSafe strategy and performance manager Jude Urlich said that Statistics New Zealand’s latest data shows that the rate of serious injury for Māori workers is 33 percent higher than for the total population.
“We also know that many Māori workers are in higher risk industries such as manufacturing, forestry, construction, agriculture, forestry, transport, postal and warehousing.”
"Speaking up can be hard to do but we know that when workers get involved in health and safety that everyone benefits.”
Urlich says the campaign recognises that one of the best ways people can stay safe is by talking to each other – in whatever way feels right for them. As D’Angelo says, ‘However you say it, be a safe guy – ahakoa o korero, kia haumaru tonu koe’.”
WorkSafe's previous campaign 'Use Your Mouth, with Assignment, also encouraged workers to get talking about health and safety, in a series of videos set up as if commentary on a sports game, hosted by fictional characters ‘Pat Silverwood’ and ‘Joe Munro’.
Production Company: Spooky Pictures Ltd
Director: Jason Stutter
Photographer: Troy Goodall
Photo Assist: C/o Match Photographers
DOP: Mark Lapwood
Camera Assist: Tamara Josephine
Talent: D’Angelo Martin
Sound: Sounds Too Loud Audio Limited