Target Tradies provides Cancer Council and Black Dog Institute with more than $1 million media advertising support for their safety and wellbeing programs.
Australian organisations Cancer Council and Black Dog Institute are saying ‘thanks a million’ as their poster campaigns that reach tradies at their worksites, have both crossed the $500,000 media value mark, after 12 months of continued support from Target Tradies as part of their powerful site visitation and CSR program.
Cancer Council particularly needed to reach tradies, who receive 5 to 10 times more UV than indoor workers. Similarly, the Black Dog Institute – which provides support to those with depression and other mental health issues – wanted to reach tradies, including construction workers who have a higher risk of experiencing mental health problems, compared with other types of work.
Target Tradies – a unique Australian company focussed on delivering specific messaging to tradies on the job – provided probono production installation and media space for both organisations by placing specific messaging posters on more than 600 sites across Australia each month.
The combined value of these placements has just exceeded the $1 million dollar mark after the first 12 months.
“We are truly grateful for the support Target Tradies has provided us. During the past 12 months we have been able to reach tradies directly with messaging around UV protection, promoting a healthy diet, as well as workplace issues like diesel fumes and dust. This unique and uncomplicated method delivers messages directly to our ‘target’ audience – while they are on the job,” says Sanchia Aranda, CEO, Cancer Council Australia.
Fiona Treweeke, Head of Marketing at Black Dog Institute shared a similar sentiment of appreciation for the support from Target Tradies. “As a medical research institute, one of our major goals is to reach the 60% of people that do not seek help for depression, anxiety and suicide risk. Target Tradies gives us an opportunity to work towards this by driving awareness and support in the construction industry where the stigma attached to mental health thrives. We’ve developed specific materials to address this and educate workers to recognise the signs when help is needed and where to get it. It’s a unique and highly targeted channel for us.”
Target Tradies Founder and Director Michael Blumberg is delighted at the success of both campaigns, and credits Ausco Modular, the world’s leading business services company specialising in modular space, with enabling the company to deliver safety messaging to tradies onsite.
“Ausco Modular clearly has a long-term commitment to the safety and well-being of all workers on construction sites across Australia. They have enabled us to place workplace safety messaging in their modular buildings, which include lunchrooms, washrooms, site offices and places where tradies check in and check out, or enjoy break time. It is here where the messages can be absorbed and processed. Ausco Modular deserves the accolades for their ongoing support, which has enabled our CSR programs,” said Mr Blumberg.
“As the issue of safety on sites continues to become more mainstream, the work that Target Tradies does, uniquely, through our site visitation model, offers construction companies further ways of engaging and communicating with their workers, beyond their internal programs,” he said.
Unique Target Tradies Platform
Mr Blumberg says that regular updates to posters and messaging is key to keeping their efficacy high. Target Tradies’ fully certified installers spend no more than 15 minutes on-site and are highly familiar with construction site environments to minimise disruptions to ongoing operations. “Our media is uniquely placed within construction sites, specifically in dwell spaces. Here, tradies have the opportunity to read messages and hopefully act on them,” he says. Our commercial model allows us to drive our CSR program. We have support from Government, Institutions and Education as well a commercial brands, who use our unique delivery system to get their messages in front of the tradies.”