INFLUENCERS
NICKANDY1
Meet one of our new influencers
GAMER, CARS
AND RACECARS
AGE:
24
FOLLOWERS/
SUBSCRIBERS:
NICK ANDREW
1.24M
111K
65.7K
186.9K
Workplace Safety & Prevention Services | 12
YOUTH
Safety via Instagram and Influencers
WSPS' Safety Say What (SSW) digital initiative is all about inspiring young workers across Ontario to be
vigilant about safety in the workplace and confidently stand up for their rights. Targeted to 15–24 year-olds,
the program is now in its third year and is reaching more young people than ever. The secret to SSW's success
is that it is based on youth speaking to youth – it's workplace safety with a modern twist.
In early 2020, SSW evolved to include 3 new partnerships with key social media influencers. These young
influencers have significant followings and strong connections with their audiences. They talk about their
own experiences with workplace safety, initiate sharing and conversation, and point the way to resources
that can help on the SSW website.
The latest SSW campaign also features new ads, posts and stories on Instagram, and a series of safety-related
"giphy" stickers that young people can add to text messages and phone screens. The new creative approach was
directed at summer job seekers and was inspired by the hype that comes with the release of a new blockbuster
movie. Critically, it also speaks to the COVID-19 climate, including new safety hazards and identifying which
industries have been employing workers.
In the first half of 2020, SSW generated over 3.5 million impressions on Instagram, with ads reaching 932,609 users.
Using influencers, WSPS estimates it will garner 240,000–270,000 YouTube video views and reach more than
10,000 young Canadians in 2020.
5
Using influencers, WSPS estimates it will garner 240,000–270,000 YouTube video views and
reach more than 10,000 young Canadians in 2020.
