A multinational construction, property and infrastructure company based in Australia is using Moms to promote jobsite awareness and safe behavior at its worksites and offices.

Lendlease, which is headquartered in Barangaroo, Sydney, assembled a team of real-life mothers of Lendlease employees to accompany their "children" to work and talk about the importance of safety for its “Moms for Safety” campaign, which has garnered international awards.

The thinking behind the campaign? According to Lendlease: “Mom is the voice of reason and the one who knows you best. She’s your biggest fan and harshest critic. She’s always there, cheering you from the sidelines and keeping you from harm’s way. From the moment you were born, she has kept you safe. You might be an adult now, but when she talks, you listen.”

The company says the goal of the video vignettes is to remind employees and contractors and the general public about the importance of vigilance and awareness on construction sites. “It is crucial that safety is at the forefront of everyone’s mind, every day.”

The campaign was launched in Australia earlier this summer and has won several international advertising and marketing awards, including a Silver award for PR Excellence at the 2019 Cannes Lions ceremony and the Grand Prix prize at the 2019 World Media Festival, held in Hamburg, Germany.

Click here to watch the original Mums for Safety video, featuring Group CEO Steve McCann, and click here to view the newly-released US campaign, featuring real Lendlease employees and their moms on sites throughout the country.