UMM campaign motivates young people to prioritise workplace safety

WorkSafe has launched a new campaign featuring a character named UMM, encouraging young workers to speak up about safety concerns before minor issues become serious incidents.

Summary: WorkSafe Victoria's UMM campaign targets young people entering the workforce, using relatable video content across social media, regional news outlets, and digital channels to help young people identify unsafe behaviour and unsafe conditions on the job.

What Is the UMM Campaign?

UMM, inspired by the expression used when someone is in doubt, features in a fresh series of WorkSafe videos designed for younger audiences. These clips appear across social media, regional newspapers, and digital media platforms reaching workplaces throughout Victoria.

Each video shows UMM navigating various dangerous situations that young workers commonly encounter, from unfamiliar equipment to unclear instructions from supervisors. The tone stays light, but the underlying message about workplace safety remains serious.

Why Young Workers Need This Message

Recent data paints a concerning picture. Over the past year, 3,501 Victorian workers under 25 sustained serious work-related injuries, a figure that underscores why WorkSafe prioritised this initiative now.

Narelle Beer, WorkSafe's Executive Director of Health and Safety, explained the character was built specifically for youth, by youth, so it resonates authentically with newly employed staff navigating unfamiliar workplaces.

"We all know what a great asset young workers can be, but sometimes the enthusiasm and energy they can bring to a role may mean they are less likely to ask questions if something doesn't seem right," Dr Beer said.

How UMM Encourages Safer Habits

Younger employees often hesitate to raise concerns, fearing they'll appear inexperienced or difficult. UMM tackles this hesitation directly, showing viewers that pausing to ask questions reflects good judgement, not weakness.

Key themes covered in the video series include:

• Recognising unsafe conditions before they escalate
• Understanding when and how to report hazards
• Building confidence to question unclear instructions
• Normalising open dialogue between junior staff and supervisors

These themes align closely with broader efforts across Australia. Similar messaging appeared when Australians were urged to prioritise workplace safety during a dedicated awareness month, and comparable strategies emerged when a road safety campaign targeted young drivers facing similar risk factors on the road.

Supporting Safer Workplaces Beyond the Campaign

Campaigns like UMM work best alongside solid workplace systems. Employers can reinforce these safety lessons through clear induction processes, accessible reporting channels, and up-to-date documentation such as office workplace general safety SWMS or standard operating procedures like a cafeteria SOP for staff working in food service environments.

Businesses seeking broader guidance may also benefit from attending the Workplace Health and Safety Show, where industry professionals share practical strategies for building safer cultures, much like efforts seen when SafeWork urged businesses to prioritise workplace safety during peak seasonal risk periods.

Read the full news release on the UMM campaign here.