In 2008 Montana State Fund (the state's largest workers' compensation insurer) launched the No Jack “Don’t Be a Jackass” young workers’ campaign to educate young workers (ages 16-24 years of age) and their employers about the importance of workplace safety. In an effort to continue the momentum and build more awareness with our target audiences since 2008 we created a set of edgy advertising components TV/cinema, radio and print that expanded the reach of our message and as a call to action asked our audience to continue to visit our No Jack website www.nojack.net for more information.
Elements on the site include:
•The homepage incorporates the visual of a jackass on the homepage. The page was also created so employees and employers could easily find the information they needed by clicking on the appropriate jackass
•A video on young worker’s rights.
•A second video featuring a local restaurant that has a great safety policy in place and employs a number of young workers.
• A jackass/smartass safety quiz filled with seven pertinent questions, but written in a witty style that younger audience would appreciate was added. The end of the quiz offers the user the option to get more safety information, send quiz to friend or share the quiz on Facebook.
•Links to YouTube videos (our ads) and No Jack Facebook page.
•For employers, more useful information that they can use to talk to young workers and establish an appropriate safety culture.
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