Dare to care
An global safety campaign for Wärtsilä's Safety and wellbeing. A concept that zoomes in on 'The third person' or 'the observant'.
Year:
@2026
Industry:
Employer branding, Safety & wellbeing
Client:
Wärtsilä, In-house
Challenges
The safety team had planned a global campaign to boost our employer branding strategy. The concept started with the third person 'The observer', someone who steps in to offer support and create a caring space for people going through a difficult time at work. Because it really does take everyone to build a safer and more open workplace.
The visual challenge was figuring out how to translate something as abstract as emotion into photography. We wanted to capture work culture beyond the tangible,the things you feel but can't always point to. This campaign was about emotional interaction at work, and the idea that emotional dynamics are very real, very present things that exist in every workplace. That was the concept we wanted to bring to life.
What was done?
Creative direction, Photoshoot, Posters
summary
Dare to Care was a global employer branding campaign built around a simple but powerful idea. That creating a safe and open workplace takes everyone, not just leadership. The campaign centred on the figure of the observant helper, the colleague who notices, steps in, and creates space for others during difficult moments at work.
The core creative challenge was translating something invisible into something visual. Emotion, care, and human connection are not easy things to photograph but that was exactly the brief. The campaign wanted to show that emotional dynamics are a real and present part of working life, not something that exists outside the office door.
The project brought together the Safety team, Wellbeing lead, and Brand team from the start, ensuring the concept was grounded in both human truth and strategic intent. From mood board to emblem, photoshoot to poster rollout, every element was built to carry the same feeling. That at Wärtsilä, looking out for each other is not a policy. It is part of who we are.
Creative production was delivered in partnership with SMAK Photography and Morgan Digitals, with final assets translated into multiple languages for global distribution.
