Young workers, aged 15 to 24, who are usually transitioning from education to employment, are regarded as some of the most vulnerable in the workplace. Being in such early stages of their careers, they often don’t understand their rights as employees and have lower awareness of what’s acceptable.

​

To tackle the issue in a way that cuts through and resonates with this audience, alongside WorkSafe, we launched ‘UMM…’ a new campaign, and a new character, who acts as both a visual and verbal representation of that familiar sinking feeling when something’s not quite right. When the line of safety is being crossed and you don’t know what to do about it.

 

The new character aims to help young people identify unsafe behaviour in the workplace, and empower them to take action with the support of WorkSafe.