Reflections
WorkSafe
Issue 53 | January 2020
Agency
McCann Melbourne
Creative Team
Chief Creative Officer: Patrick Baron Creative Director: Andrew Woodhead Associate Creative Director: Aaron Lipson Copywriter: Tessa Midgley
Production Team
Editor: Ollie Knocker Head of Broadcast: Cinnamon Darvall Production Company: Airbag Director: Jackson Dickie Technical Director: Steven Nicholson Head of Production: Martin Box
Other Credits
Group Account Director: Richard Hayes Account Director: Stephanie Nikolovski Account Manager: Marnie Dunn Media Company: Mediacom Planning Director- Maree Hall Planning Manager: Nicole Voss Media Planner- Lois Poh
Date
October 2018, ongoing
Background
1 in 5 Australians experience workplace bullying (source Beyond Blue). With workplace bullying on the rise, and a reluctance for victims to speak out, the task was to find a way to emotionally connect with Australians and change a toxic workplace culture to an empathetic one.
Idea
Workplace Reflections, an installation of 64 mirrors, 16 rotating plinths, each programmed to broadcast a different story from real bullying victims, provided an emotional connection designed to change behaviour. After reflecting on their behaviour, thousands pledged to change their behaviour and to be more supportive of their colleagues. Standing in the circle of mirrors and surrounded by their own reflection, individuals heard the stories that revealed the different types of workplace bullying situations. With their eyes wide open they could pledge to how they might change their own workplace behaviour to be safer.