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The ‘Be a Safe Guy’ campaign features on videos, posters, billboards and radio adverts and will run until early 2019

New ‘Be a Safe Guy’ campaign targets young workers

Since 2013, more than 40 workers between the age of 18 and 30 years old have lost their lives in the workplace, so WorkSafe’s latest campaign is targeting younger workers and encouraging them to speak up to protect their mates.

In WorkSafe’s ‘Be a Safe Guy’ campaign, aspiring young Maori comedian D’Angelo Martin has been enlisted to help communicate directly with young workers. The campaign has a particular focus on Maori male workers, who are at the greatest risk of workplace injury. 

Hailing from Kaitaia, D’Angelo is best known for his skits on his Tuturu Maori Facebook page, which started in May 2015 as a reflection of his reality. His comedic style is all about identifying and impersonating different types of people, with his videos highlighting different situations and the unique ways people deal with things.

Jude Urlich, WorkSafe strategy and performance manager, says Statistics NZ’s latest data shows that the rate of serious injury for Maori workers is 33% higher than for the total population. 
“We also know that many Maori workers are in higher-risk industries such as manufacturing, forestry, construction, agriculture, transport, postal and warehousing. Speaking up can be hard to do, but we know that when workers get involved in health and safety, everyone benefits.” 

No wrong way to say the right thing

Ms Urlich says D’Angelo uses his style of humour to deliver a message that aims to remind everyone that there is no wrong way to say the right thing. “The new campaign recognises that one of the best ways people can stay safe is by talking to each other – in whatever way feels right for them.”

As D’Angelo says, “However you say it, yelly or mumbly, quiet or jokey, be a safe guy – ahakoa o korero, kia haumaru tonu koe.”

The ‘Be a Safe Guy’ campaign features on videos, posters, billboards and radio adverts and will run until early 2019. The campaign ties into WorkSafe’s Maruiti 2025 strategy, which addresses a significant gap in WorkSafe’s health and safety programme development. 

The strategy takes a holistic, collaborative and community-wide approach to education and engagement around health and safety. Maruiti (meaning ‘safe haven’) provides a focus for Maori health and safety needs in the face of data demonstrating a disproportionate impact on Maori in New Zealand workplaces.

For further information on the ‘Be a Safe Guy’ campaign and to download posters, visit www.worksafe.govt.nz/about-us/campaigns/be-a-safe-guy/

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