In a groundbreaking initiative, the Commission des normes, de l’équité, de la santé et de la sécurité du travail (CNESST), the guardian of workplace standards, equity, health, and safety in Québec, has joined forces with Cossette to unveil its first-ever campaign addressing mental health in the workplace. Aptly titled ‘Fiction,’ this professional campaign, launched in Canada in November 2023, serves as a powerful vehicle to shed light on psychosocial health risks and dismantle the myth that any workplace is immune to these challenges.
In the realm of workplace mental health, awareness is a critical first step toward fostering a culture of well-being. The CNESST Fiction campaign is strategically designed to captivate the attention of both employers and workers, offering a unique approach to demystifying the complex issues surrounding psychosocial health risks. Instead of portraying real-life scenarios, the campaign takes a creative leap by replacing perpetrators with fictional characters—a dragon, goblins, and an alien—creating a surreal yet impactful narrative.
Cossette, the ad agency behind this innovative campaign, showcases its prowess in leveraging fiction to address real-world challenges. The use of fictional characters not only adds a creative and memorable touch but also provides a safe distance for viewers to engage with the sensitive topics of sexual harassment, psychological harassment, and workplace violence.
Published in November 2023, the Fiction campaign employs both film and print media assets, ensuring a multi-faceted approach to reach diverse audiences. The choice of media reflects a comprehensive strategy to disseminate the campaign’s message across various channels, maximizing its impact in the Public Interest and NGO industry.
The campaign’s focus on dramatizing incidents of workplace challenges is a deliberate effort to underscore the urgency of addressing psychosocial health risks. By portraying these issues through the lens of fiction, CNESST aims to encourage open dialogue, dispel myths, and promote a collective responsibility for fostering a healthy workplace environment.
CNESST’s ‘Fiction’ campaign is more than a series of advertisements—it’s a call to action. It urges employers and workers alike to acknowledge the reality of psychosocial health risks, recognizing that no workplace is immune to these challenges. By embracing the campaign’s fictional narrative, stakeholders can collectively work towards creating a safer and more supportive workplace culture.
As Canadians engage with the CNESST Fiction campaign, they embark on a journey that transcends traditional awareness initiatives. It’s an invitation to confront the uncomfortable, challenge perceptions, and collectively contribute to a workplace that prioritizes mental health. In the realm of workplace standards and safety, CNESST and Cossette’s ‘Fiction’ campaign stands as a beacon of innovation, fostering a dialogue that has the potential to transform workplaces across the nation.
