2010 Winners & Shortlists

The Brief

Create a Direct Mailer that will encourage business owners to voluntarily join the HAAD SAFE program to protect their workers from the harmful effects of working in the heat through training and preventive measures.

Creative Execution

The two faces of the labour worker on the DM created an interactive and emotional way to communicate with employers. It was a simple way of saying HAAD 'puts a smile' on the face of your employees.

Describe the creative solution to the brief/objective.

Happy workers mean better productivity means greater profits. We appealed to the grave need for employers to always keep a smile on the face of workers and created a pull-out DM that showed the happy face of a previously non-smiling worker when the reader pulls out the brochure.

Results

HAAD received phenomenal voluntary participation from over 500 companies with manpower strength of up to 1000 workers.