Trabalho seguro

 
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Language version

Portuguese

Description:

The advertising campaign Safe Working, in all media, is available to Labor attorneys for use in the Brazilian states, through behavior adjustment terms.
Important to clarify that the campaign was conducted by the agency DM9DDB in Brasilia, at zero cost to the Public Ministry of Labor. Production costs, made by producer company Good News Communicator (studio and equipment rental, actor´s caches etc...) were the subject of a court settlement amount destined to social communication actions. The Musak producer, the photo agency Red Light´s House and model agency Scouting were also partners of the Public Ministry of Labor and didn´t charge anything for the job.

Target group:

Employees, employers, engineers, lawyers, journalists, general public.

Subject matter:

The national campaign for occupational accidents prevention, formed by TV videos, radio spots and printed material (posters, ads, flyers, billboards, bus doors) breaks the traditional campaign logic of health and safety at work based on use of personal protective equipment (PPE). In general, the vast majority of advertising campaigns in this area have some boot, glove or helmet image with commands like "use PPE". In Labour Prosecutor’s Office investigations and lawsuits which seek to combat the phenomenon of conventionally called "epeização", whic hides the unsafe act's discourse or the victim's sole fault. Clearly the PPE's use is important and should be required; but, within the priority's actions range for the occupational accidents prevention, it is in last place. Beforre, comes the management risk, through elimination/neutralization and subsequently the community facilities use. Only after comes the PPE. Coherent with our institutional action form, this is the idea that is behind the campaign. The goal is to promote a mindset change to encourage preventive action from management risk. Difficulties in understanding this goal can lead, at first, to a reaction of surprise and then discussion about the proposal contours. Thus, the advertising campaign is important to bring the prevention culture as central in public debate. What we want with the campaign is to dialogue with whole society in general, not just with the workers class as it has traditionally been done with campaigns based on "boot -sleeve - helmet" and "use PPE" images. All media (television, radio and prints) interact to convey the message, so that one complements the other.

Background:

The national campaign for occupational accidents prevention, formed by TV videos, radio spots and printed material (posters, ads, flyers, billboards, bus doors) breaks the traditional campaign logic of health and safety at work based on use of personal protective equipment (PPE). In general, the vast majority of advertising campaigns in this area have some boot, glove or helmet image with commands like "use PPE". In Labour Prosecutor’s Office investigations and lawsuits which seek to combat the phenomenon of conventionally called "epeização", whic hides the unsafe act's discourse or the victim's sole fault. Clearly the PPE's use is important and should be required; but, within the priority's actions range for the occupational accidents prevention, it is in last place. Beforre, comes the management risk, through elimination/neutralization and subsequently the community facilities use. Only after comes the PPE. Coherent with our institutional action form, this is the idea that is behind the campaign. The goal is to promote a mindset change to encourage preventive action from management risk. Difficulties in understanding this goal can lead, at first, to a reaction of surprise and then discussion about the proposal contours. Thus, the advertising campaign is important to bring the prevention culture as central in public debate. What we want with the campaign is to dialogue with whole society in general, not just with the workers class as it has traditionally been done with campaigns based on "boot -sleeve - helmet" and "use PPE" images. All media (television, radio and prints) interact to convey the message, so that one complements the other.

Campaign:

Safe working

Publisher:

Ministério Público do Trabalho

Address:


SCS Qd. 9, Lote C, Torre A, sala 1.209 9
70308200 Brasília, DF
Brazil

Production:

Boa Nova Comunicadora

Address:


SAAN, Qd. 3, Lote 615 3
70632-350 Brasília, DF
Brazil

Telephone:

+55 61 3051-8500

E-mail:

gildo@boanovacom.com.br