Firedog deliverables:> Research • Communications
strategy • Advertising
Who is the client?
Stanhope
Plc / Bovis Lend Lease.
What was the brief?
Research
current attitudes to site safety at BLL/Stanhope sites •
Develop a communications strategy aimed to increase awareness
to safety on site • Design and produce distinctive campaigns
based on the communications strategy • Desired result
would be to reduce the number of accidents/injuries at BLL/Stanhope
sites • Create memorable communication that offers the
right tone of voice without resorting to tacky shock tactics
common to the construction industry.
What was Firedog's solution?
Focus
groups and dip-stick research into current safety initiatives
and attitudes was undertaken at various BLL/Stanhope sites.
The results of the research were offered in a communications
strategy that was presented to the client. The approved strategy
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. Our
research identified that the site executives were too busy
to handle this and required an external party to manage this
function.
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. It’s
still early days but we’re confident that the end result
will be a reduction in the number of injuries and accidents
on site. The benefits of this communication are obvious.
KIDS
CAMPAIGN
Research indicated that one of the main reasons for taking
safety precautions is to make sure that you come home to your
family at night. The message offered is that by protecting
yourself by using the correct safety gear, you are inadvertently
protecting your family. The campaign was designed to offer
subtle emotional appeal by showing the children wearing the
safety equipment themselves. The typography creates a further
link through to the family/child appeal. The campaign exclusively
uses BLL staff children to create further impact and word-of-mouth.
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 (scuba-diving, mountain-biking)
or lying in a hospital immobilised and seriously injured or
close to death. The headline, ‘Where do you plan to spendyour
holidays?’ is designed to appeal toworkers who might be thinking
of planning a summer holiday.
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. Our message outlines the fact that tools
can cause injury like dangerous animals, if not handled with
care. The message was designed to be a warning message, what
you might find on thecage of a dangerous animal.
SHORTCUTS CAMPAIGN
This campaign was designed to be our hard-hitting campaign
of the five produced for the client. We identified the top
causes of fatal injuries on site. They were falls from heights,
being struck by moving objects, fatalities caused by dangerous
wiring/electrical connections and being struck/crushed by
vehicles/equipment on site. Workers taking shortcuts were
often the cause of these fatalities. The headline reinforces
the message that a shortcut is often never a shortcut. The
art direction on the shoot was intentionally geared to create
a sombre and striking series of images.
