This campaign from ergonomic workstation solutions provider Fellowes, which targeted the UK, Germany and France, was intended to show the long-term impact of poor office workplace set-ups on people's health.
Enter Emma: a life-sized model of the ‘work colleague of the future’, showing exactly how the human body could change if we don’t take our work health seriously and change poor habits.
The model was created following research that found about 50 per cent of office workers suffer from strained eyes, sore backs and headaches as a direct result of their workspace.
Emma was given a permanently bent back from bad posture; varicose veins from poor blood flow; dry, red eyes from extended periods of computer work; swollen joints from RSI; sallow skin from overexposure to artificial lighting; and hairy ears and nose and swollen sinuses as a result of poor air quality.
A video showing Emma and explaining the background was produced, alongside a 'photocall', to appeal to media, broadcast and picture story producers. Fellowes' website hosted a page about Emma and highlighted the areas office workers must address to improve their workplace health, as well as an online workplace risk assessment.
With no paid media, the campaign generated 650 pieces of media coverage, including hundreds in major titles and Sky News, Bloomberg TV and Reuters TV. UK highlights included Emma's appearance on Channel 4’s Big Fat Quiz of the Year and ITV1's The Jonathan Ross Show. There were 1.1 million video views – all organic – and traffic to the Fellowes website rose by 155 per cent.
Really thought-provoking, highly creative and captured the attention of those in the three countries targeted.
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