Raise Your Hand
Josh Dueck Breaks the Guinness High Five Record for a Cause
Young workers face some of the highest rates of workplace injury in Canada. Many don’t feel empowered to speak up about unsafe conditions or ask for help. Traditional safety campaigns weren’t reaching them—especially in a way that felt motivating or relevant.
Solution
To flip the narrative, we turned to inspiration. Paralympic gold medalist Josh Dueck set a Guinness World Record by giving 9,307 high fives in 24 hours—a literal, physical invitation for young workers to raise their hands for safety. The record-breaking stunt made an abstract idea feel personal, visible, and contagious.
Campaign
This experiential campaign combined live activation with video storytelling, social content, and PR. The emotional power of Josh’s story helped connect safety with strength and pride—not fear. The high-five became a rallying gesture, creating peer momentum and press interest alike.
Impact
Broke the Guinness World Record for High Fives in 24 hours
Generated extensive media coverage and social engagement
Empowered young workers to speak up in unsafe environments
Reframed workplace safety as an act of leadership and courage
Josh Dueck, Paralympic silver medalist teamed up with WorkSafeBC to break the world record for most high-fives by an individual in a 24 hour period to raise awareness about young worker safety in BC.
Associate Creative Direction: Allen Forbes, Art Direction: David Harrison, Creative Direction: Liam Greenlaw