Work Safety Site Provides Bloody Good Time

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WSIB - 'Prevent-itville'
WSIB - 'Prevent-itville'
Following a successful live-action campaign and student video contest, the Workplace Safety and Insurance Board of Ontario is now animating its safety-first message. Joining WSIB and Draftfcb Toronto in the cause is studio J. J. Sedelmaier Productions, which has executed a not-so-kid-friendly integrated campaign that centers on a mishap-prone youth named Scott.

With a bandaged, bleeding stump for a hand (the result of an unfortunate meat slicer accident at work), the disaffected Scott wanders helplessly through various situations in the Flash-intensive virtual town of Prevent-itville. Whether he's trying to eat popcorn at the movies, throw a baseball or even handle his business in the john, a typical day in the life of our protagonist is shrewdly and humorously depicted by Sedelmaier & Co., who spared no gore when it came to the online component of the campaign.

The site houses a variety of other ill-fated characters (i.e. a roofer with a rod through his head) and spots that highlight situations including the right and wrong way to refuse work based on hazards, determining if you workplace is unsafe and resources on how to protect yourself. Additionally, visitors can access student video archives, peruse all the integrated creative spots and enter a contest to win prizes like an Xbox or an MP3 player.

Despite the blue skies and sunny music playing in the background, Prevent-itville is a visceral diorama that's neither for the squeamish nor kids under high-school age. Still, it's an effective way to evangelize work safety and makes us wish OSHA came up with something more creative than those breakroom posters.
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