WorkSafe faced a challenge: young audiences knew the brand but didn’t connect with it. As some of the most vulnerable in the workplace, they needed messaging that resonated beyond WorkSafe’s authoritative, high-impact ads.
Introducing UMM—a new campaign and character embodying that uneasy feeling when safety is compromised, but you're unsure what to do. UMM helps young people spot unsafe behaviors and empowers them to act, backed by WorkSafe. This platform builds on the 'Unsafe is Always Unacceptable' campaign, addressing the diverse work environments young people encounter.
We needed a character who could chat about serious stuff without sending young people running for the hills. Enter UMM: a big, orange, fluffy blob with zero gender and 100% charm. UMM is relatable to everyone because, well, who doesn't sometimes feel like a confused puffball at work? With its hilariously expressive 3D face, UMM delivers important safety messages with just enough comedy to hit home without hitting
any nerves.
UMM was an instant hit with young workers, helping WorkSafe connect with this targeted audience. UMM merch keeps the buzz alive, engaging young workers at career expos statewide. The campaign has since continued and grown into a wider ATL campaign.
