A new campaign using Lendlease workers and their real-life mums to improve safety on work sites has brought home triple gold for Australia at one of the world’s most prestigious media festivals.
Lendlease’s ‘Mums for Safety’ campaign edged out more than 700 entries from around the globe to collect the top three gongs at Hamburg’s World Media Festival, including the Grand Prix, or best of all festival entries.
It’s the first time in the World Media Festival’s 19-year history that the Grand Prix has been won by an Australian company.
Mums for Safety has now been accepted into the most famous advertising festival in the world held in Cannes in June every year.
Featuring seven real-life Lendlease workers and their mums – as well as cameos from Lendlease CEO and managing director Steve McCann and his own mother, Margaret McCann – the campaign plays with the universal theme of mothers having their children’s backs to deliver an unwavering “stay safe at work” message.
“When it comes to safety there is simply no margin for error,” McCann says.
“Our people are our greatest asset and we won’t get it right until we start thinking about everyone on our projects as if they are our brother, sister, son or daughter.
“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.”
The program, which features workers and their mums in a range of different workplace safety scenarios, is being rolled out across Australia.
Lendlease is now looking to “export” the campaign to its projects underway in some of the world’s biggest cities including London, Milan, New York, Chicago, Singapore and Shanghai.