SAFE Work Manitoba

Changing Behaviour. Saving Lives.


In 2000, Manitoba’s workplace injury rate reached an all-time high. Action needed to be taken, and the Workers Compensation Board of Manitoba responded by committing to build a culture of safety and reduce the injury rate by 25 per cent over 10 years. The team at Argyle joined them on the journey right from the very beginning.


The commitment of WCB Manitoba took the form of SAFE Work; an unprecedented, province-wide social marketing program to reach management and employees with the message that workplace injuries aren’t acceptable and we all have a responsibility to make our workplaces safer. Since 2003, we have inspired Manitobans to spot the hazard, assess the risk and find a safer way – every day.


We reached the goal of reducing the injury rate by 25% ahead of schedule in 2007, and as of 2019 had achieved a 54% reduction in the injury rate. The SAFE Work brand is one of the most successful social marketing brands in Manitoba and has "brought workplace safety to the dinner table" in the words of one stakeholder.


  • Virtual Reality – Level Up Virtual Reality game (SAFE Work Manitoba)
  • User Experience, Innovator Award – Level Up Virtual Reality (SAFE Work Manitoba, SAFE Youth)
  • Consumer Integrated Campaign, Visionary Award – Spot the Hazard (WCB/SAFE Work Manitoba)
  • Integrated Campaign, Consumer, Platinum – The Tool for Every Job (SAFE Work Manitoba)
  • Government Marketing Campaign, Silver – Worked Up (SAFE Work Manitoba)
  • Winner – Sounds of Construction (WCB/SAFE Work Manitoba)
  • Public Service Campaign – SAFE Work Manitoba
  • Public Service Campaign – Worked Up (SAFE Youth)
  • Television Spot, Silver – Sons and Daughters (WCB/SAFE Work Manitoba)
  • Advertising Campaigns, Award of Merit – Resistance Bootcamp (SAFE Youth)
  • Digital Communication Channels, Award of Excellence – Tales from the Creep Website (SAFE Youth)
  • Safety Communications, Award of Excellence – Workplace Injury Prevention Program (SAFE Work Manitoba)
  • Multi-Audience Communications, Award of Excellence – Workplace Injury Prevention Program (SAFE Work Manitoba)
  • Advertising Campaign, Award of Merit – SAFE Work Needs Your Voice (SAFE Work Manitoba)
  • Research Innovation, Award of Merit – Program Research and Evaluation (SAFE Work Manitoba)
  • Social Responsibility, Award of Merit – Assess the Risk (WCB/SAFE Work Manitoba)
  • Electronic and Digital Communication, Award of Excellence – Spot the Hazard (WCB/SAFE Work Manitoba)
  • Electronic and Interactive Communications, Award of Merit – SAFE Work Manitoba
  • Electronic and Interactive Communications, Silver – Spot the Hazard (WCB/SAFE Work Manitoba)
  • Advocacy and Social Marketing, Gold – SAFE Work Program (WCB/SAFE Work Manitoba)
  • Contests and Promotions – Spot the Zombie Manitoba (WCB/SAFE Work Manitoba)
  • Radio Single –Sons and Daughters (WCB/SAFE Work Manitoba)

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Curious to learn more?

Ask us about what we’ve done – and what we can do for you.

An Argyle team member will respond personally as soon as possible. If your matter is urgent, please also call us at 416-968-7311 and press “0.”