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Experiential

WorkSafe Victoria: 'Milgram experiment'


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Q. Would you give someone an electric shock if asked to?A. 90% of people did.People are being injured at work because ‘blind obedience’ as discussed by the Milgram experiments of the 1960’s is as relevant today as
it was then.PR IDEA from Naked, Melbourne:Recreate the ‘shocking’ Milgram experiment on the streets of Australia. Showing people will harm
others if asked to do so. 90% of people we asked
gave our accomplice an electric shock.
THE IMPACT
• $1,000,000 worth of PR. Prime time TV, all major newspapers and radio stations.
• Debate amongst safety experts/bloggers
• #1 topic thread on Reddit Australia
• Among the most viewed education
videos on YouTube
• Social amplification via media properties psychologists
and politicians
all off a very small budget
Other credits

Agency, Naked Communications Melbourne

Matt Houltham, Managing Director

Adam Ferrier, Partner

Aliya Hasan, Project Lead

Yann Micuta, Design

Brooke Ward, Research Management



Video, Hub Productions

Peter Carstairs, Director

Tim Mummery, Editor

Simon Hoy, Producer



Web Development, Big Dog Creative

Ged Gaskell, Developer

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