Safework SA Campaign

Introducing the new face of workplace safety

THE BRIEF

Repositioning SafeWork SA 
as South Australia’s safety ally through an unexpected character

According to research undertaken in 2024, awareness of SafeWork SA was low, particularly among blue-collar workers.

Despite this lack of overall awareness, 62 per cent felt positively towards SafeWork SA and 63 per cent felt satisfied with the regulator, while only seven per cent were dissatisfied.

This created an opportunity for SafeWorkSA to build on the goodwill of its audiences.

We partnered with SafeWork SA to uncover the drivers behind these perceptions and strengthen the organisation’s brand to be a visible, trusted, and authoritative leader in workplace safety – one that prevents harm before it happens, not just enforces penalties after the fact.

 

Services Provided

Brand Story and Identity, Strategy, Creative, Production, Design and Insights

THE CHALLENGE

Reposition the SafeWork SA brand to increase visibility, strengthen authority, and build trust – without leaning into fear-based enforcement messaging.

THE INSIGHT

At its core, workplace safety is deeply human.

While SafeWork SA exists to regulate and enforce, its true purpose is prevention – making sure every South Australian who goes to work in the morning, returns home safely at night.

Through deep discovery, our strategists identified a powerful opportunity: reposition SafeWork SA not as a reactive penalty issuer, but as a proactive ally proudly leading the charge for safer workplaces across the state.

BRAND STRATEGY

First, we worked with SafeWork SA to redefine its strategic foundations – anchoring the brand with a clear purpose: to bring South Australians home from work safely every day.

From this foundation, we established a confident brand position: SafeWork SA is South Australia’s trusted authority on workplace safety – active, fair, collaborative and unwavering in its commitment to prevention.

THE CAMPAIGN

Turning strategy into creative expression required a device that would cut through – something distinctive, memorable and unmistakably linked to safety.

Enter Stanley: SafeWork SA’s “Serious Safety Cone”.

Fuller’s creative team envisioned a character that would embody the brand’s new positioning – a high-energy, ever-encouraging safety cone who takes his job of keeping South Australian workers safe very seriously.

Brought to life through the 3D wizardry of our animation partners, Visual State, the CGI-driven cone was filled with personality, compassion and authority – delivering delightfully safety-conscious reminders across high-risk scenarios including spills, working at heights, and vehicle handbrake use.

Filmed across multiple real-world locations, each frame was meticulously mapped to seamlessly integrate the animated cone into authentic workplace environments. The result was a character who felt both believable and brilliantly unexpected.

Stanley became a visual and verbal representation of SafeWork SA’s core message:

“Safety at work is a serious job.”

THE OUTCOME

By reframing safety as a shared responsibility – and giving the message a memorable face – the organisation moved from neutral regulator to visible ally.

Our Serious Safety Cone became more than a campaign asset – it became a symbol of a simple but powerful truth: when safety comes first at work, our loved ones come home every night.