Work Safe Alberta launches gory ‘bloodylucky’ campaign

Deemed too visceral for TV, a new social marketing effort uses very graphic videos, a website and OOH to make workplace hazards real.

Hoping to harness the power of early ‘intervention’ to reduce workplace injuries, Work Safe Alberta (Alberta Employment and Immigration) has unleashed a social marketing campaign dubbed ‘bloodylucky,’ which launches today and runs through early December. Edmonton-based Red the Agency helmed the creative, and media planning was handled by Mediactive, also in Edmonton, while media buys were done by DDB.

Attention-grabbing promotional material includes six viral videos, a website, cinema ads, interior transit, transit shelter and restobar/workplace posters and web banners (on MSN/Sympatico, Hotmail and MSN Messenger sites) across Alberta. The videos can be seen on and YouTube.

Predominantly targeting young workers ages 15 to 19, the campaign engages audiences using graphic videos showing potential hazards and their irreversible consequences. The campaign also aims to educate workplace supervisors, parents and teachers and drive traffic to the website, which houses educational material.

As part of today’s launch, the video series is being screened for high school students at an Alberta movie theatre.