Cossette delivers a new awareness campaign for the CNESST
11/29/2021
Work
by
Cossette
As part of the Commission des normes, de l’équité, de la santé et de la sécurité du travail (CNESST) annual “Health and Safety at Work” campaign, Cossette developed a new offensive to remind Quebecers that accidents at work affects not only employees, but also their loved ones.
To reinforce this important message, Cossette created an awareness campaign focused on action and emotion. Touching without being melodramatic, the campaign reminds us that when it comes to workplace health and safety, every little thing counts—and that while accidents can happen in any workplace or industry, they remain avoidable tragedies.
In 2020, there were more than 94,000 accidents at work. It was vital for us to raise people’s awareness about the scale and consequences of work accidents, as well as the crucial role we all play in preventing these situations, which can be extremely serious and even deadly.
Yolaine Morency, General Manager, Communications for the CNESST
In this context, the CNESST’s latest campaign encourages employers and employees to play an active role in workplace health and safety, specifically by identifying risks, talking about them, and taking concrete measures to make their workplace safer.
When there’s an accident, the repercussions can devastate many people’s lives. And sometimes the consequences are catastrophic. That’s why we took the creative decision to put people at the heart of the solution and brought the issue to life by showing the relationship between a worker and their child.
Nicolas Baillargeon, Art Director at Cossette
The campaign will continue until December 27 on TV, on the radio, in print, and on digital platforms.
Credits
Advertiser
Commission des normes, de l’équité, de la santé et de la sécurité du travail (CNESST) – Yolaine Morency, Pascale Grenier
Agency: Cossette
Strategy: Marie Vaillancourt
VP, Creative Advertising: Anne-Claude Chénier
Copywriters: Nicolas Baillargeon, Sébastien Forget
Art director: Nicolas Baillargeon
Product: Nicole Laplante
Production agency: Septième – Marie France Cusson, Joannie Roy
Print production: Septième – France Laberge
Digital production: Annie Turcotte
Photo studio: Brühmüller Studio
Retouching: Visual Box
Media agency: Cossette Media
Media strategy and planning: Marie-Michèle Lapointe, Alexandre Rouleau
Media activation: Marie-Pierre Desrochers, Lynda Dufour, Marylee Lavoie, Mathieu Ladouceur
Production house: Les Enfants
Director: Maxime Giroux
Production: Caroline Dionne
Offline editing: Paul Jutras
Post-production: Post-Moderne
Original music and sound studio: Studio Circonflex