Royston Tan creates provocative campaign for Workplace Safety Health Council

The 45-second spot, created in partnership with Grey Singapore, was directed by local director Royston Tan.

It features a young boy acting as the guilty conscious of an employer who has played a part in an accident at work.  

He says, “You could have prevented the accident, if only you had shown more care. It’s no use pretending it is not your fault. You are going to feel guilty all your life.”

Ali Shabaz, chief creative officer at Grey Group, Singapore, Thailand and Indonesia, said presenting a real situation that people could relate and that would “prick the conscience” of the audience was the most effective way to go about the campaign.

Heng Chiang Ngee, acting chairman of the WSH Council, added that studies show that it is very common for assumptions to be made about workplace safety issues.

He said, “The assumption that safety has been taken care of or is the responsibility of someone else is a key contributing factor for many accidents. Hence, our message this year serves to remind one and all not to make assumptions but to instead, take personal responsibility towards workplace safety health.”