DEVELOPING <br> ENGAGING SAFETY<br> CAMPAIGNS

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If you missed last week’s Safety Talk, come join us for the recap.

In Safety Talk 4, we explored a topic close to our hearts at Everyday Massive — safety campaigns.  

When it comes to the safety experience, campaigns play a crucial role in building connection, capability and performance. They’re the bridge between organisations and the frontline — the key to transformation and impact.

Yet despite their importance, campaigns are often treated as piecemeal communication. An email here, a poster there. A handbook or manual. As a result, they tend to lack the depth needed to grab attention amidst the business of the day-to-day. And they neglect the principles required to maintain engagement, and ensure comprehension, retention and recall.

Fortunately, there’s a way to deliver exceptionally engaging campaigns that have real impact, and this is exactly what we shared in Safety Talk 4.

Typically, we’d provide a video recording of the session. However, due to technical issues (read: forgetting to hit ‘record’), we’ll summarise this one briefly below — minus the rambunctious delivery.

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A framework for engaging campaigns

At Everyday Massive, we broadly follow a 6-step framework for developing safety campaigns. By following a similar process, safety leaders stand a better chance of setting themselves up for success.

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Should this be a campaign or something else?

Is the campaign intended to replace training? Is it about avoiding a difficult conversation?

Or is it an attempt to slap a band-aid on a bigger problem?

If it’s any of these things, a campaign may not be the best solution to the problem.

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What is the goal or objective of the campaign?

The most important factor behind any effective campaign is a clear and specific objective, rather than a laundry list of problems.Using the SMART goal setting framework, there are several considerations:

Specific: What is it that you’re trying to achieve?
Measurable: Define what success looks like.
Achievable: Keep it simple.
Relevant: It needs to be something this audience group actually cares about.
Timely: All good campaigns should have a timeframe.

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Who is the campaign intended for?

There are various tools to identify and learn about the various audiences. These include stakeholder maps and needs analysis, personas activities and empathy maps.

Remember: try to be something to everyone and you’ll end up being nothing to no-one. The frontline has very different interests and communication preferences from c-suite. An effective campaign segments messaging for each unique audience.

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What is the key message and the narrative?

This involves several considerations:

Curiosity: How do we get people interested?
Attention: What do we want people to know?
Action: What do we want them to do?
Reflection: What is the follow-up?

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What are the campaign assets?

Rather than leaping straight into creating ‘the stuff’, what are the words and visual layers that tie the campaign together?

From —

To —

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How is the campaign delivered through various channels?

Face to face:
Are the opportunities for toolbox talks or all-ins?
Environmental:
Are there opportunities for signage, posters or swag?
Digital:
Are there opportunities to use email, intranet, or asynchronous comms (Slack, Yammer, etc)?

A channel audit can help identify the best way to connect with each audience segment.

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Finally, we explored how this process was brought to life through several real world examples, including campaigns for Probuild, Blue Care and Mattel. There’s far too much to share here, but if you’re a safety leader looking to develop better campaigns, get in touch and we can look at case studies that are relevant to your specific organisation, industry and challenges.