Cannes Lions 2019 Silver Lion in PR category

Brand :  LENDLEASE

Entrant Company : LENDLEASE SYDNEY

・FACT

Christopher Cassaniti, 18, was killed days after his birthday when scaffolding and concrete came crashing down on workers at the construction site on April in 2019. The NSW workplace safety watchdog issued over 100 notices for breaches of scaffold safety rules during a crackdown last year.

2019年4月に18歳の少年が月に18歳の少年が建設現場で作業中に足場が崩れて転落死してしまう痛ましい事故があった。NSW州では職場の安全を監督するSafeWork NSWの抜き打ち検査で2018年にはスキャッフォールド安全規則違反で建築業者に対して100件を超える違反通告を発行している｡

・CONTENTS

One of Australia’s largest construction companies has received an award for a campaign that features its employees with their mothers to remind people to stay safe at work. Lendlease is in the process of replacing the numerous safety messages that often clutter work sites with the message that mum wants you home safe. Featuring seven real-life Lendlease workers and their mothers — as well as cameos from Lendlease CEO and Managing Director Steve McCann and his own mother, Margaret McCann — Mums for Safety plays with the universal theme of mothers having their children’s backs to deliver an unwavering ‘stay safe at work’ message.

建設会社のlendleaseは建設現場での事故を減らすために、実際に働いている7人の作業員のママが作業中の危険性を訴えることで「子どもに安全に家に帰ってほしい」という普遍的なテーマを題材にしたキャンペーンを実施。作業員の事故への注意を高めることにつながった。

・RESULT

• 27% decline in critical incidents
• 13000 campaign asset downloads
• The most liked and commented on Lendlease campaign

・現場での事故が27％減少

・このキャンペーンで作った制作物（ポスターやキャンペーンの服、看板など）13000 ダウンロード

・Lendlease過去最大のいいねとコメント

・TARGET

Worker in LENDLEASE, (Second Target) Worker at any construction

Lenleaseで働く人、(サブサブのサブくらいで)他の建設業で働く人

・Why is this campaign useful?

By reminding workers you care about them, their conscientiousness will improve. “Our Mums for Safety campaign reminds us to think about those who know us best and want us to come home safely. Whoever that may be — your mum or someone else important in your life.”
家族や自分の大切な人を思い出すことで心理的な注意力を高める

・TARGETS INSIGHT

Everyone who works in construction know it's dangerous. However there's lots of accidents every year. This campaign prevents accidents to improve their caution by reminding their mother loves them and they needa to go home safely.

建設現場が危ないから注意しなきゃいけないなんてことは誰でも分かっているし、それでも事故は起こる。けど自分の親がいて帰る場所があることを意識させることで事故予防への注意をあげた。

・Note

What's the reason they did this campaign, not any other construction company?

建設会社のLENDLEASEがやる意味は？

By focusing on something that everyone can understand (that all mums love children and want them to come home safely), Lendlease showed off that they care a lot about their employees. But one of the negative sides of this promotion is that it is possible for every construction company to promote exactly the same way, because it's focus is very general to the industry and not just specific to this company. 

Although this promotion was very general, it also can say that general thing is imitated easily, and is spread more than a specific promotion.

ー建設会社のＰＲ方法って頑丈な建物を作れます、とか長持ちする家を作れます、とかそういう切り口があるのに働く人に向けての広告をわざわざ作っているのは新しいかも。働く人に向けての広告だと「地図に残る仕事」とちょっと似てると思った。どこの建設会社がやっても一見一緒に見えてしまう注意喚起の広告だと思ったけど、働く人の安全性を一番重視している会社だからこそできたのかという気づき。どこの会社も真似できる普遍的なことだからこそ広がっていくというのもあるかもしれない。

I think the most remarkable point in this campaign was decreasing the number of accidents on site. Everyone who works in construction knows construction is dangerous, so they need to pay attention. but, even though, there are lots of accidents every year. This campaign succeeded in 6% decline of those accidents. It’s superb.

このキャンペーンのすごいところは、「建設現場での事故」を減少させたところにある。建設現場では一歩間違えば命を失う危険があることは働いている人が一番分かっている。それでも起こってしまう事故を「大切な人がいる」ということを思い出させてより注意力を高め、結果事故率が6%も下がっているという、すごい。