WorkSafe Victoria has launched a new integrated campaign titled 'Don't Cross the Line', aimed at tackling workplace aggression and violence. The campaign, created in partnership with VML, seeks to highlight real-life scenarios of verbal abuse and aggression, focusing on their mental and physiological impacts on workers.

According to WorkSafe Victoria's data, nearly 1,000 workers in Victoria were seriously injured due to workplace violence and aggression last year. Of these incidents, 316 resulted in mental health injuries. Notably, 100 of these cases involved young workers under the age of 25, including teenagers. The incidents were reported across a range of industries, including retail, transport, healthcare, education, and emergency services.

The campaign employs the symbol of a boundary line to underscore the importance of respecting behavioural limits and fostering safer workplaces. It features a mix of TV, radio, outdoor advertising, social media, and workplace materials to reach a broad audience.

WorkSafe Victoria's Executive Director of External Affairs, Kathleen O’Dwyer, said: "Employers always have a duty to keep their workers safe, but reducing violence and aggression in the workplace requires a community wide effort... Physical violence against workers is never ok, but smaller acts of aggression are also not acceptable and they all add up, and that’s what we’re calling out in this campaign."

The creative approach of the campaign includes the use of a rotating camera to depict situations from the customer's perspective, ultimately revealing the impact on workers.

Managing Partner at VML Melbourne, Vanessa Tout, said: "Working on this campaign has been eye-opening – what might be considered a simple act of frustration can have lasting consequences for the person on the receiving end. This work aims to drive real societal behaviour change by encouraging people not to cross the line in relatable everyday scenarios."

Creative Director, Robyn Bergmann, said: "People often think, ‘That’s not me—I’d never act that way,’ when it comes to aggressive behaviour. By using a rotating camera in the films, we invite viewers to see the situation from the customer’s perspective, before revealing the impact that aggression has on the worker. By weaving multiple stories into a single, powerful emotional narrative, we encourage viewers to reflect on their behaviour and consider how they might respond differently in similar situations."