Tradies National Health Month wins CommsCon – Australia’s marketing and communication industry flagship awards

19 March 2015

The Australian Physiotherapy Association (APA) is proud to share Tradies National Health Month is a 2015 winner of the marketing and communications industry's national flagship awards, ‪CommsCon. ‬
The APA took out the national win for 'Best investor or community relations campaign' for ‪its impact on raising awareness and changing the health attitudes of tradies, while promo ting the role ‪‎physiotherapists‬ play in preventing and treating injuries and disorders.

The campaign, which ran in August 2014, reached 2.9 million people via the media, almost 1 million people and counting with its humorous YouTube video featuring ‪Dave Hughes‬, S#!t Tradies Never Say, and engaged hundreds of tradies directly thanks to APA physiotherapists who led tradie site visits across the country.

It also featured The Block superstars Kyal and Kara – a tradie and an APA physiotherapist respectively who took part in activities including media interviews, site visits with tradies, and featured in a series of quirky and informative videos to promote the ‘tradies health matters’ message.

“Tradies have among the poorest health and safety records of any occupation – yet are not getting the treatment they need to address injuries and pain,” APA General Manager – Marketing, Communications and External Relations Ruth Heenan said.

“Awareness is the first step to promote change. We brought a fresh approach to the campaign and it’s been a great success at highlighting the issue – and the ways physiotherapy helps address some of the health problems among tradies. Using humour and relatable ambassadors were fundamental to the campaign’s outcomes – and we’re delighted to be recognised by the industry’s flagship awards for our efforts,” Ruth said.

The 2014 campaign was sponsored by Steel Blue, and engaged Armchair Safari (video production), Do Consulting (digital and social) and Red Agency (public relations) to drive key campaign elements. Highlights from the 2014 campaign included:
• Reaching a total audience of more than 2.9 million people via media opportunities on TV, radio, online and print media. More than 350 pieces of positive editorial coverage were generated including on The Today Show, The Herald Sun, Daily Telegraph, The Hobart Mercury,, Nova 106.9, 4BC Brisbane and Canberra ABC 666. 
• Reaching more than 1 million people via the S#!t Tradies Never Say video starring Dave Hughes on the Tradies National Health Month and APA YouTube websites, which generated viral interest of the awareness month.
• Hosting 30 ‘tradie site visits’ with APA physiotherapists, who shared health tips and exercises with construction companies, tradies and outdoor workers. This included the highly successful Bankstown City Council site visit, attended by more than 150 outdoor workers, as well as The Block superstars Kyal and Kara.
• Almost 172,000 people registered for the website, more than 10,000 views on and more than 2,600 people play the Pain Breaker game.
• Engaging more than 280,000 people via the Tradies Health Facebook page and generating more than 730 social media posts about the campaign across Twitter, Facebook, blogs and forums.
“We are grateful to everyone who was involved in or who helped promote the Tradies Health campaign in 2014 and we’re looking forward to an even bigger response in 2015,” Ruth said.

For more information visit

For further information, or to speak with an expert physiotherapist, please contact

Katie Croft - Australian Physiotherapy Association
P: (+61) 3 9092 0891 M (+61) 0413 780 545

For further information, or to speak with an expert physiotherapist, please contact:

Katie Croft - Australian Physiotherapy Association
P: (+61) 3 9092 0891 M (+61) 0413 780 545