Research • Communications strategy • Advertising
Firedog were tasked with researching attitudes to safety on Bovis / Stanhope sites with a view to develop an awareness campaign around increasing the levels of safety. The ultimate result would be to reduce the numbers of injurys on site without resorting to shock tactics, which tend to disengage the audience.
Focus groups and dip-stick research into current safety initiatives and attitudes was undertaken at various BLL/Stanhope sites. The approved strategy informed by the research results, was to produce 5 poster campaigns that were designed to be rotated across 5 sites every fortnight. The desired effect was to produce relevant message that updated frequently.
Here is some detail on two of the five campaigns:
HOLIDAYS CAMPAIGN – The Holidays campaign was designed to offer a negative and positive message in direct contrast with each other so that the audience could identify with both end results. The poster is split showing the same person either enjoying themselves on what is clearly a holiday activity or lying in a hospital immobilised and seriously injured.
DANGEROUS ANIMALS CAMPAIGN – This concept was based on the fact that most injuries on site are caused by workmen working with everyday construction tools. Our research indicated that these were the most common type of injury on site.
Five poster campaigns were designed and produced by Firedog Design. 35 unique posters across five different campaigns. The A1, A2 and A3 posters have been strategically placed across the sites to further reinforce the safety message that’s common to Bovis Lend Lease and Stanhope projects. The campaigns have gone on to win a number of industry awards for HSE initiatives.