Target Tradies is a unique Australian company focused on delivering specific messaging to tradies on the job. As part of its powerful site visitation and corporate social responsibility program, it has provided pro bono production, installation and media space for Cancer Council and Black Dog Institute, placing specific messaging posters at more than 600 sites across Australia each month. The combined value of those placements has just exceeded $1 million after the first 12 months.
Cancer Council particularly needed to reach tradies, who receive five to 10 times more UV radiation than indoor workers. Similarly, Black Dog Institute, which provides support to those with depression and other mental health issues, wanted to reach tradies including construction workers, who have a higher risk of experiencing mental health problems compared with other types of work.
“We are truly grateful for the support Target Tradies has provided us,” says Cancer Council Australia CEO Sanchia Aranda. “During the past 12 months we have been able to reach tradies directly with messaging around UV protection, promoting a healthy diet, as well workplace issues like diesel fumes and dust. This unique and uncomplicated method delivers messages directly to our target audience while they are on the job.”
Fiona Treweeke, Head of Marketing at Black Dog Institute, shares a similar sentiment of appreciation for the support from Target Tradies.
“As a medical research institute, one of our major goals is to reach the 60% of people that do not seek help for depression, anxiety and suicide risk,” she says. “Target Tradies gives us an opportunity to work towards this by driving awareness and support in the construction industry where the stigma attached to mental health thrives. We’ve developed specific materials to address this and educate workers to recognise the signs when help is needed and where to get it. It’s a unique and highly targeted channel for us.”
Target Tradies Founder and Director Michael Blumberg is delighted at the success of both campaigns, and credits Ausco Modular, a business services company specialising in modular space, with enabling the company to deliver safety messaging to tradies onsite.
“Ausco Modular clearly has a long-term commitment to the safety and well-being of all workers on construction sites across Australia,” he says. “They have enabled us to place workplace safety messaging in their modular buildings, which include lunchrooms, washrooms, site offices and places where tradies check in and check out, or enjoy break time. It is here where the messages can be absorbed and processed. Ausco Modular deserves the accolades for their ongoing support which has enabled our CSR programs.
“As the issue of safety on sites continues to become more mainstream, the work that Target Tradies does, uniquely, through our site visitation model, offers construction companies further ways of engaging and communicating with their workers, beyond their internal programs.”
He says the key to keeping the efficacy of posters and messaging high is regular updates. Target Tradies’ fully certified installers spend no more than 15 minutes on site and are highly familiar with construction site environments to minimise disruptions to ongoing operations.
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