Labour union to launch documentary shedding light on workplace safety

The Christian Labour Association of Canada (CLAC) hopes to raise awareness of workplace injuries by showing the emotional toll of labour site accidents and deaths. Entitled Before Days End, the documentary aims to reduce the statistic that approximately 200 such accidents happen each year. The CLAC hired a group of young filmmakers to explore job […]

The Christian Labour Association of Canada (CLAC) hopes to raise awareness of workplace injuries by showing the emotional toll of labour site accidents and deaths. Entitled Before Days End, the documentary aims to reduce the statistic that approximately 200 such accidents happen each year.

The CLAC hired a group of young filmmakers to explore job site accidents in a way that would take the place of what Alex Pannu, director of communications and marketing, called “another boring safety video. We wanted to have a film that would have a real emotional impact on our members.

“We brainstormed about how we could bring safety issues closer to our members and we came up with the idea of having a film that would create a real impact,” said Pannu. “The film is meant to turn a spotlight not only on workers themselves, but on the impact of workplace accidents and death on families and colleagues.”

The CLAC steered away from PSAs, ads and other media in favour of an approach that Pannu considers more compelling and more likely to engage audiences.

“The problem is that people get de-sensitized to posters, mass safety meetings and just another safety video. We wanted to have something that would produce a lasting, profound effect. As everyone in marketing knows, one of the greatest elements is to have something with emotional impact.”

While a publicity poster was created, promotion will be mainly online through the BeforeDaysEnd.com website and Facebook page. The film’s primary audience is the union’s membership and, secondarily, all workers in Canada, “even in what you would consider relatively safe environments like retail or service. We want the general population to see what happens when these accidents occur,” said Pannu.

The film launches on Labour Day., Sept. 3.

Brands Articles

Moet Hennessy CMO to C2-MTL: You want loyalty? Buy a dog

CMO panel discusses the future of consumer engagement at annual event

Indigo revenue improves despite fewer stores, no major hit titles

Retailer's lifestyle, paper and toys business experienced double-digit growth

Molson Coors returns as sponsor of Honda Indy Toronto

Two organizations have a history dating back to 1986

La Roche-Posay sheds light on the perils of sensitive skin

L'Oréal Canada brand enlists model Jessica Langlois to share her story

Sport Chek pens a runner’s manifesto

Retailer continues its "All Sweat Is Equal" campaign with a new agency

Why more retailers are saying ‘I do’ to the bridal business

Le Château and Hudson's Bay are among the brands trying to court today's bride

TD Bank acquires Nordstrom credit card portfolio

Toronto bank acquires U.S. retailer's existing U.S. Visa and private label credit cards

The big middle is shrinking

Staying out of the shrinking mid-tier retail sector requires a total rethink: Atkinson