"We've been working on enhancing workplace safety for teens for the past several years now," said Diane Hurns, PR manager for ASSE. "We decided on the video game this time to add to the other projects that we have, because video games are so popular."
The ASSE is mostly promoting the game to its members, who in turn, speak at high schools across the country about workplace safety.
"It's more of a grassroots effort, and we wanted to get it out to our members first," Hurns said. With a budget of $12,000, the campaign relied a lot on word-of-mouth. The ASSE worked with ASSE education development manager Dan McNeill, and Ian Ryan Interactive on the creation and development of the game, but is handling PR internally.
The ASSE is also reaching out directly to students and young adults, ages 6 to 25, via partnerships with the Boy Scouts and Girl Scouts, and a placement in Career World Magazine, which is distributed to high schools nationwide.
Online, ASSE promoted the new game via Facebook and Twitter, and did traditional media relations to general news outlets, occupational health and safety trade publications, and construction and insurance trade outlets, Hurns said.