Bailey Ladders: Safe Work Month

Australia’s #1 ladder brand, Bailey Ladders, has been trusted by tradies for over 60 years. Synonymous with quality and true champions of safe ladder use, the company approached CALLIE initially in 2017 to help build a marketing campaign, in tandem with Bunnings’s trade, to support National Safe Work Month (in alignment with Safe Work Australia).

Since 2017, Bailey has invested in sharing the message of safe ladder use far and wide, in tandem with Safe Work Month every October.

The campaign has varied based on the theme provided by Safe Work Australia, but the marketing approach incorporates both owned and paid digital channels, public relations, partnership with the Bunnings database and trade communication channels and storytelling through shareable content that drives action and accountability to spread the message of safety.

Bailey new release products are integrated and celebrated for their safety features and real tradespeople are engaged to voice the message to ensure credibility with the target audience. The bank of bespoke content that is delivered each year is aligned to the Safe Work Month message presented by Safe Work Australia for true alignment.

Despite the main purpose of the campaign being safety and awareness of working safely at heights, there is a measurable translation to retail sales that occur from the widespread awareness that results from the campaign each year.


  • All four campaigns have been extremely successful with the results continually exceeding the previous year.  More than five and a half million collective impressions have been achieved as well as hundreds of thousands of engagements with the brand and content reach spanning almost two million people.

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