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

Montreal Canadiens draft Jay Baruchel for fan club launch

NHL team launches Club 1909 to connect with fans around the world

Kraft Peanut Butter brings iconic bears to life

Peanut butter brand introduces plush toys as part of its “Stick Together” campaign

Sears strikes leasing deal with U.K. fashion retailer

Primark to open seven standalone stores in U.S. malls

On the Move — Weekly Roundup

A recap of who’s headed where in Canadian marketing communications

Redefining the mini-meal

Shoppers looking beyond classic snacks like chips and cookies

Air Miles focuses on storytelling in new video

Campaign turns user-generated content into branded content

Mr. Sub selects Tag Franchise for a brand refresh

The quick-serve submarine chain is ready for change

More 2014 MIAs finalists – shortlist #2

Finalists in the Best Use of Content and Best Use of Digital Channels categories