DICK’S TAPES, the UK’s biggest supermarket chain, has launched a new advertising campaign with the slogan “Dirty Jobs”.
The ad, which has been running in pubs, supermarkets and restaurants in Ireland, will run across billboards in the capital Dublin and in Dublin’s suburbs.
The campaign, which features a young man sitting on the toilet with a large pile of dirty clothing, is part of a wider campaign to highlight the health and safety of staff.
“It’s not just dirty jobs,” said Simon Smee, director of marketing at the chain.
“There are many jobs that are not quite so dirty but are extremely dangerous.
There’s always a risk when you work in an environment that is so dirty.
There are a lot of different hazards that go on when you’re there.”
We want to make sure that we’re using our best advertising to highlight what is potentially the cleanest, safest, most efficient way to work in the future.
“The campaign is part-funded by the Health and Safety Executive and will run throughout the country from September.”
If they do something wrong or have a bad day they could lose their job. “
The first thing we would do is remind people of the risks.
The ads are being funded by the Irish Government and a small team of social media influencers, who will be working with staff to make them more appealing to their customers.””
In the Irish context, we know it’s dirty work and we want to remind people that it’s really dirty.”
The ads are being funded by the Irish Government and a small team of social media influencers, who will be working with staff to make them more appealing to their customers.
“It is really important to us that people understand that they are dirty work, but that’s not a bad thing,” said Ms Smeean.
“They’re also workers and it’s a very, very good way of life.”
She said the campaign had been developed as part of the company’s “Diverse Lives” initiative, which seeks to engage with people of all backgrounds.
“As an employer, we’re working to be a part of this conversation and really be a place where people can feel comfortable working and enjoy themselves,” she said.
“People can come into a store and they can go to a job that they love, they can come in and they’re going to get a great experience and be comfortable in their job.”
The new campaign follows a similar one run by a supermarket chain in Ireland last year which also included a graphic featuring the words “dirty jobs”.
“We don’t have an easy answer on how to get people to go to work clean and safe, but we know we can work with the Government and the health authority to get them there,” said Mr Smese.
“The health and social care authorities are making the healthiest workplaces in the country and they want people to work and enjoy working there.”
He said the chain was also working with the Health Department to make its own posters, which will be displayed on the company site.