Helping one of the Big Five transform safety updates into an engaging communication campaign
— 1 million frontline safety conversations
— 30% less incidents
The Background:
When one of the world’s largest warehousing and logistics companies partnered with Everyday Massive to deliver a communications campaign during a global pandemic, we knew that safety messaging was not only about keeping people safe, but also providing care, connection, and comfort.
As one of the world’s largest warehousing and logistics companies, our collaborator delivers millions of products to customers across the globe every day, including essentials like food and medical supplies. As COVID-19 gripped the globe, their WHS and Operations teams faced a new challenge — responding to unprecedented customer demand, while also keep their 800,000-strong workforce safe, and supporting their physical and mental wellbeing during uncertain times. Our collaborator needed a communication campaign for the frontline that would deliver consistent and clear messages about injury prevention, COVID safety, and wellness activities, and make a global impact.
The Situation:
How do we keep workers around the world safe, and support their mental health while dealing with increased customer demand and unprecedented growth?
As concerns for health and safety grew, so too did our collaborator’s business, with increased customer demand meaning they were growing at a rapid rate. They needed to engage their employees in safety conversations, raise awareness of health and safety issues, break old safety habits and communicate new procedures — and cut through the day-to-day operational noise to achieve it all.
We explained the importance of communication campaigns to engage (or re-engage) our collaborator’s teams in important WHS messaging, and we set to work designing a campaign designed to reach everyone in this global company, and deliver moments of delight that would cut through.
“Once we had an understanding of our audience we could create a needs analysis to ensure our messaging would connect.”
What did we learn?
While the core safety messages remained the same, we altered the messaging to be region-appropriate regarding COVID guidelines, some of the safety messaging (staying safe in the heat, rather than the cold), and of course the design, to suit the season and the audience.
Although based in the US, our collaborator has sites all over the world, so our communications campaign had to take these geographical and seasonal differences into account in order to be topical and appropriate.
To help with this, we divided our audience into two distinct groups:
The Shift:
Creating an engaging message that would cut through to shift behaviours and create a feeling of reassurance. We wanted to convey safety messaging in a reassuring and constructive way, that would have employees coming to work with a smile, even during uncertainty.
