Previous ThinkSafe campaigns
1998
In 1996 the campaign introduced the ThinkSafe concept and in 1997 there was an emphasis on explaining the ThinkSafe SAM steps. By 1998 the campaign was well established and evaluation results indicated campaign themes were recognised and remembered.
In 1998, ThinkSafe communication strategies focused on applying the ThinkSafe steps by encouraging enterprises to promote ThinkSafe principles at home, at work and on the roads to their employees. In mid 1998 the department agreed to focus all future ThinkSafe campaign advertising on safety at work.
Promotional strategies for 1998 included a mix of advertising on television, radio and billboards, targeted print advertising in "School Matters", "Football WA" and "Kids in Perth", incorporation of ThinkSafe principles into relevant departmental activities and programs and continued distribution of ThinkSafe posters, stickers and calendars.
The schools launch of the ThinkSafe Club was held at Nedlands Primary School in March. This program was supported by mailing a flyer to all primary schools in the state and broadcast of a television and radio advertisement promoting the Club. ThinkSafe Club aims to promote a strong safety culture for young primary school students at school, at home and on the roads, which will be applied later in life when they enter the workforce.
Television advertising for 1998 was as follows:
- Drink driving (young females) - January
- Manual handling (home and work) - February
- ThinkSafe Club - March to September
- Generic ThinkSafe steps - June, July
- 2nd Generic ThinkSafe steps - August
- Farm safety (regional broadcast) - October
- Work safety (small business) - October, November
The Insurance Commission of Western Australia commissioned the ThinkSafe DriveSafe advertisements in 1997 and 1998. WorkSafe Western Australia commissioned the remaining advertisements. Both agencies worked cooperatively together to ensure consistency of the ThinkSafe campaign across agencies.
Insight Research conducted a second stage of ThinkSafe evaluation in January 1998 - See ThinkSafe Evaluation 1997/98.