Making work safety sexy

I like this campaign. It's not an easy brief: Get twentysomethings engaged in work safety. But, with The Pain Factory, Worksafe Victoria and ninemsn have done a great job of making safety at work an engrossing topic.

A series of 9 videos, sourced from Funniest Home Videos, shows people getting smacked up through performing various risky or stupid activities. A smart feature is that 3 of the "sickest" videos are locked until users accrue enough points, by engaging with the site.

The use of a virtual host is effective. He has the right kind of attitude to appeal to the target audience. At one point he says something like: I don't know about you, but I'm not about to get myself messed up just for my job. Fair point.