303 and Department of Customer Service win two AMI awards for ‘Irreplaceable’

The emotive ‘Irreplaceable’ campaign – developed with the Department of Customer Service -was first launched in July 2025 and tackled the challenge of NSW workers and employers collectively embracing workplace safety under a new platform of ‘Safe at work. There for them’.

The original hero film can be seen here.

303 and the Department of Customer Service’s campaign won a Special National Award for Marketing Campaign of the Year (Over $1M) and was also named a National Category Winner for Data & Insight Driven Marketing at the Awards, which recognise outstanding achievement across Australia’s marketing profession.

More information about the awards and winners can be found here.

303 Sydney CEO Joanna Gray said: “We were thrilled to be appointed to work with the team at Department of Customer Service in 2025 and honoured to then bring this campaign to market using our strong behaviour change capabilities. We used extensive data and insight to identify the most powerful motivator for safer workplace behaviours: the impact on the people you love.

“It was a true meeting of the minds between client and agency with both teams senior, streamlined, and focussed on developing and executing a campaign of real insight, complexity and scale.  It’s gratifying to get this kind of industry recognition – but even more so to see it really drive change in workplace behaviours.”

Several real families were cast in the campaign which was seen across TV/BVOD, OOH, radio, online and social, targeting multiple audiences including CALD communities (First Nations peoples, Arabic, Vietnamese, Hindi, Mandarin, Cantonese and Korean among others).