Worksafe Victoria Design & Branding BIG MOUTH ZINE by Lifelounge

BIG MOUTH ZINE

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Industry Public Safety, Health & Hygiene
Media Design & Branding
Market Australia
Agency Lifelounge
Creative Director David Ponce De Leon, Daniel Pollock
Released March 2010

Credits & Description

Category: Design Typography
Advertiser: WORKSAFE VICTORIA
Product/Service: WORK SAFETY AWARENESS
Agency: LIFELOUNGE
Date of First Appearance: Mar 7 2010
Entrant Company: LIFELOUNGE, Melbourne, AUSTRALIA
Entry URL: http://www.bigmouthproject.com
Creative Director: Daniel Pollock (Lifelounge)
Creative Director: David Ponce de Leon (Lifelounge)
Artistic Director: Luke Lucas (Lifelounge)
Designer/Typographer: Jonathan Zawada (Zawada)
Account Director: Luke Veale (Lifelounge)
Client Executive: Alex Eather (WorkSafe Victoria)
Client Executive: Larissa Garvin (WorkSafe Victoria)
Media placement: Big Mouth Zine - Mailer, On-Field, Direct. - 7 March 2010

Describe the brief from the client
To help WorkSafe Victoria connect with their messages of workplace safety to young people aged 15 to 24, a highly elusive target audience immune to traditional media.

Describe the challenges and key objectives
The cold fact is, if you’re aged between 15 and 24, you’re three times more likely to be injured at work than any other age group. Some injuries are minor, some life changing and some are fatal. The best way to stay safe is to use your mouth and speak up. Young workers are apprehensive to speak up about work safety for fear of being labelled. We wanted to change this and get them talking about safety to their bosses, supervisors, workmates, health and safety representatives, or anyone else they trust like a family member, friend, teacher or lecturer. Also to use their mouths to get free, confidential safety information and advice from WorkSafe by calling 1800 136 089 or emailing bigmouthproject@worksafe.vic.gov.au

Describe how you arrived at the final design
The Big Mouth Project, an initiative developed for WorkSafe Victoria to encourage young workers to use their greatest asset in the workplace – their mouth. Every four months we created an original ‘Big Mouth’ piece to bring our work safety message to life in a relevant and meaningful way. For this installment, we worked with renowned typographer Jonathan Zawada to create a collectable ‘Big Mouth Zine’ – which comprised over 30 original pieces of art and type that spelt out our ‘Speak Up, Be Work Safe’ message.

Give some indication of how successful the outcome was in the market
The ‘Big Mouth Zine’ was given away to tens of thousands of young Victorian workers, distributed through targeted workplaces and on-field activations. It generated an unprecedented response rate, dramatically increasing sign-ups to the website and WorkSafe Victoria’s safety valuation tests.