The cranes on the skyline are back, and so too are fears that lives will be lost. A new television advertising campaign seeking to prevent death and serious injuries among construction workers goes on air from today, and the Health and Safety Authority (HSA) hopes that it will raise awareness of safety as the industry begins to recover from recession.

Created by the agency Irish International BBDO and directed by acclaimed London-based photographer Nadav Kander, the advertisement presents a series of construction tools, including a drill and a hammer, under the title “building is hard”.

This is followed by a number of surgical tools, culminating with a scalpel and the message “rebuilding is harder”. Workers are then advised to “take care”.

via: Laura Slattery