Construction workers in Victoria have the highest suicide rate of any workforce, with roughly one death reported every month.  Industry redundancy fund, Incolink, turned to Shape to help design an onsite program to save lives. 

We started with evidence – building knowledge about the audience and their drivers, including through a series of focus groups. This informed industry workshop discussions to design the program, brand and craft a narrative that would most effectively cut through and help create a culture of talking about the issue. ​

The project stakeholders agreed we needed an ‘identifiable presence’ onsite to intervene and refer at-risk workers to appropriate services. The brand Bluehats was agreed, with participating workers to wear a blue hat on site so they were easily identifiable and approachable for help. ​

The strapline for the program “Let’s talk” indicates the first step in help seeking is to start a conversation, while also reflecting Incoilink’s desire to drive a public conversation about men’s mental health.​

In addition to the market research and branding, Shape helped activate the brand with design, digital media, videos and targeted advertising, as well as supporting Incolink to profile the program in the media. 

Bluehats won the People’s Choice award for best men’s mental health program at the Australia Men’s Health Forum. Bluehats is now operating on 40 major construction sites and has been instrumental in changing the lives of thousands of construction workers.

Construction workers in Victoria have the highest suicide rate of any workforce, with roughly one death reported every month.  Industry redundancy fund, Incolink, turned to Shape to help design an onsite program to save lives. 

We started with evidence – building knowledge about the audience and their drivers, including through a series of focus groups. This informed industry workshop discussions to design the program, brand and craft a narrative that would most effectively cut through and help create a culture of talking about the issue. ​

The project stakeholders agreed we needed an ‘identifiable presence’ onsite to intervene and refer at-risk workers to appropriate services. The brand Bluehats was agreed, with participating workers to wear a blue hat on site so they were easily identifiable and approachable for help. ​

The strapline for the program “Let’s talk” indicates the first step in help seeking is to start a conversation, while also reflecting Incoilink’s desire to drive a public conversation about men’s mental health.​

In addition to the market research and branding, Shape helped activate the brand with design, digital media, videos and targeted advertising, as well as supporting Incolink to profile the program in the media. 

Bluehats won the People’s Choice award for best men’s mental health program at the Australia Men’s Health Forum. Bluehats is now operating on 40 major construction sites and has been instrumental in changing the lives of thousands of construction workers.