MT: MSF Launches New Safety Campaign: 'Naked Without It'


Outside the Box Campaign Aims to Raise Awareness of Workplace Safety Hazards

HELENA, MT—Montana State Fund (MSF), the state’s leading workers’ compensation insurance company, launched a new workplace safety campaign this week. The campaign titled “Naked Without It,” aims to raise awareness to workplace safety through outside the box humor and memorable characters and scripts.

Montana is among the most unsafe states in the nation to work. According to the U.S. Department of Labor (2019), Montana is 1.357 times higher—or nearly 40%—than the national average. This is across the board in nearly every category. For instance, a news reporter in Montana is more likely to be injured on the job than a news reporter in North Dakota, South Dakota, Wyoming or Idaho. Same with barista, clerical, construction, etc... The question we ask is “why?” MSF believes it is a workplace safety cultural issue. 


Montanans are ruggedly independent and do not like to be told to tie off when they get on a roof, or to wear eye protection, ear protection, etc. That is a tough sentiment to change, but Naked Without It aims to draw attention to the need for improvement by highlighting the hazards (or exposures) of unsafe work habits. 

“We know this campaign is edgy and outside of the box, and intentionally so,” said Holly O’Dell, President and CEO of MSF. “To impact our safety culture on a broad scale, we believe we must capture people’s attention with a message that is memorable. We are confident this campaign does that and if it saves one life or prevents one catastrophic injury from occurring, we will have accomplished our goal.”

The statewide safety campaign consists of television, radio, billboards, newspaper/print, digital, and social media spots across various networks, stations, publications, and platforms. The campaign is primarily targeted at the 18–34-year-old demographic as they are more likely to be injured on the job than those 35+. 

“In order to improve our safety culture, it is going to take a team effort of employers, workers, and insurers to bring attention to what it means to operate a safe and healthy workplace,” said O’Dell.

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