SAFE Work zombie campaign reaches out to young Manitobans

WINNIPEG – For the past two weeks, Manitobans have been wondering who's behind the television ads that feature zombies in prominent Manitoba locations such as Esplanade Riel and the Grand Beach boardwalk.

The answer is SAFE Work. And those aren't zombies… they're workplace hazards.

The WCB, in partnership with Workplace Safety and Health, is unveiling Spot the Zombie Manitoba, the 2012 edition of its SAFE Work youth campaign.

Targeted at young workers aged 15 to 24, the campaign focuses on encouraging youth to identify workplace hazards, ask questions and recognize and practice the SAFE Work risk management model: Spot the hazard, Assess the risk, Find a safer way, Everyday.

“Many young people enter the work force completely unaware of the possible hazards that may cause a workplace injury,” says Jennifer Howard, Minister of Family Services and Labour. “This campaign will get the attention of young workers and remind them of the many workplace hazards that may be lurking around the corner. Our goal is to educate young people and employers about the importance of workplace safety and training and create SAFE Workers for life."

The zombie teaser campaign was intended to attract youth and direct them to the online videos at, where they will learn about workplace hazard identification, worker rights and employer responsibilities. The main webisode video features a young worker at a gas station being surrounded by zombies, each representing a different workplace hazard.

"We know that the risk is infectious and we all need to work together to combat the threat of workplace injuries, or in this case, the threat of the zombie apocalypse," says WCB President and CEO Winston Maharaj. "We are continuing to open a dialogue with youth using their language and talking to them where they socialize online. The SAFE Work message becomes important to young people when it is part of the online communities they frequent. Our goal is to have them continue that conversation where they work and talk to their supervisor about workplace safety."

The "Spot The Zombie Manitoba" campaign follows the successful "Tales From The Creep" youth campaign that engaged youth in growing numbers. Youth who were engaged in the last campaign were twice as likely to agree that every workplace injury is preventable, almost three times as likely to ask a potential employer about their safety record and practices and significantly more likely to refuse work they consider unsafe.

Media components such as television, radio, Facebook, Youtube, posters with QR codes and restaurant and cabaret ads will drive visitors to where youth will have the opportunity to view the videos and engage in workplace safety by answering an online quiz or downloading the “zombie survival kit”— which includes resources which will empower them to use their safety voice and help them combat workplace injuries.

Whenever they watch a video, answer the online quiz, download the survival kit, sign up for the newsletter or share the site link with a friend, they will receive a contest entry to win prizes including iPads, a MacBook, a game console or an actual zombie makeover by professional makeā€up artists.

Manitoba employers will also be encouraged to visit the site and check out the employer page that’s full of resources to help employers make their workplaces SAFE every day.

The SAFE Work strategy is a joint initiative of the Workers Compensation Board of Manitoba and Workplace Safety and Health to prevent workplace injuries and illnesses through promotion, protection and education.

From SAFE Work Manitoba.

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