NEW YORK Wasserman + Partners in Vancouver, B.C., is asking young people to "Raise your hand" in a new campaign for WorkSafeBC to support and to create a young worker movement.
The campaign, designed to educate and empower youth ages 18-25 about issues such as the right to know about job hazards, was launched last month at the Dragon Boat Festival in Vancouver. Brand ambassadors promoted the message about workplace safety and invited people into branded tents to receive further information.
The imagery used in the "Raise your hand" campaign and Web site pays homage to the 1960s and '70s, when youth empowerment and social activism changed the way an entire generation thought and expressed themselves.
Ashanti, Avril Lavigne, Sarah McLachlan, Seal and members of AC/DC and Motley Crue teamed up to sing the "Raise Your Hand" anthem, which can be downloaded at the campaign's Web site.
"It's been exciting to see how genuinely interested people are in 'Raise your hand' and how eager they are to start a conversation about work safety and share their experiences," said Pauline Hadley-Beauregard, vp, managing director, Wasserman + Partners.