Challenge
The objective was to encourage staff to play a more active role in preventing accidents by keeping an eye out for colleagues who were putting themselves and others at risk. The challenge was that First Capital Connect already had an excellent safety record: the campaign had to feel like a “well done” rather than a reprimand.
Insight
By making the comms about ‘other people’, the campaign could talk about safety lapses, without accusing the reader of being part of them. Instead, it could actively recruit them to ‘Have a word’ with people whose safety concentration had lapsed, effectively giving every member of staff the position of Safety Monitor.
Outcome
Posters and a leaflet in a cartoon style provided the licence to exaggerate key potentially hazardous situations to create engaging images, but more importantly, to highlight the things to look out for. The ‘Have a word’ approach put the reader on the side of right, working to retain the excellent safety record, rather than suggesting they were part of the problem.
