Summary

CIRCA was contracted by Bastion Insights to conduct some concept testing research for a SafeWork NSW campaign.

CIRCA’s Research Approach

CIRCA and Bastion Insights completed six online focus groups, with people from Filipino-, Korean-, Mandarin-, and Vietnamese-speaking groups, as well as with Arabic-speaking men and Arabic-speaking women The research uncovered participants’ reactions to four different concepts that aimed to communicate the importance of staying safe at work. These concepts included television and radio scripts, as well as out-of-home assets such as billboards and social media posts.

Research Findings and Outcomes

The findings collected were used by SafeWork NSW to develop and refine a government communications campaign, and better understand how to reach CALD audiences with this message.