Countdown
Case Studies
Safe Shift Every Shift
Intro
Occupational health and safety messaging has a nasty habit of going in one ear and coming out the other. Deep and rich research had shown over the years that many of us simply think that incidents won’t happen to us. It’s always someone else. Someone we don’t know. So when we were engaged by Countdown (New Zealand) to create an onsite safety campaign, we knew that for safety messaging to sink in, we’d have to put the employees in the picture. So that’s we did. Literally.
Contribution
Strategy & Planning
Research & Development
Creative Ideation & Execution
Creative Direction
Art Direction
Copywriting
On site one morning as Countdown staff entered their workplace, they were stunned to see their colleagues featured in the safety messaging. A poignant and personal message to personnel regarding workplace safety, in the individuals actual workplace. The message didn’t just hit too close to home, it hit home.
Putting a face to the facts.
Measuring Success
In the month following the campaign’s launch, Countdown recorded a 24% reduction in injuries. Team members have been inspired to not only look after themselves, but also each other.