WorkSafe Victoria

CASE STUDY

Behaviour Change Challenge

To encourage all Victorians to work safely and reduce injury rates.

Emotional Connection

We leveraged the fear and anxiety loved ones feel when their partner may not come home, and the hope and joy they have when they do. ‘The most important reason for making your workplace safe is not at work at all.’

The Behaviour Change

Workplace fatalities fell 50% and injury levels reached a record low. We established a social norm that everyone has the right to return safely home from work. Victorian employers now pay the lowest average premium rate in the state’s history.