WorkSafe Victoria has launched a powerful new campaign called ‘Don’t Cross the Line’, created in collaboration with VML Melbourne, to tackle everyday aggression and violence in the workplace.
The campaign shows real situations where workers face yelling, swearing, or name-calling—things that may seem small, but over time, can seriously harm someone’s mental and physical health. These behaviours are common in many industries like retail, transport, healthcare, education, and emergency services.
According to WorkSafe Victoria, nearly 1,000 Victorian workers were seriously hurt last year due to workplace violence. 316 of those injuries were related to mental health, and 100 cases involved young workers under 25, including teenagers.
To raise awareness, the campaign uses the image of a boundary line to highlight the importance of respecting others. It reminds us that crossing that line—whether by shouting or being rude—can have lasting impacts.
The campaign appears on TV, radio, outdoor ads, social media, and in workplaces, reaching people across different sectors.
Vanessa Tout, Managing Partner at VML Melbourne, 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.”
Robyn Bergmann, Creative Director, added:
“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.”
WorkSafe Victoria wants everyone—employers, workers, and the public—to take shared responsibility and help create safer, more respectful workplaces for all.
Credits
Client: WorkSafe Victoria
Ben Fuller – Marketing and Sponsorship Director
Jessica McGlinchey – Marketing Manager
Chelsea Nankervis – Senior Marketing and Communications Advisor
Olivia Benic – Marketing and Communications Advisor
Molly McGuane – Marketing and Communications Advisor
Creative Agency: VML Melbourne
Richard Williams – Group Executive Creative Director
Jake Barrow – Group Executive Creative Director
Robyn Bergmann – Creative Director
Adriana Agustin-Radelja & Isabel Evans – Copywriter
Sarah Fumo & Amanda Chen – Art Director
Kieran Moroney – Creative
Vanessa Tout – Managing Partner
Rose Suys – Group Business Director
Gwen Loh – Account Director
Russell Philip – Account Manager
Mel Herbert & Stevi Russell – Lead Producer
Lewis Brown – Head of Studio
James Ayling – Designer & Senior Finished Artist
Mitch Clark – Editor
Production Company: Good Oil
Nathan Price – Director
Catherine Warner – Producer
Adam Luxton – DOP
Jack Hutchings – Editor
Sound: Rumble, Music and Sound
Casting: Studio P
