CCA DRIVER SAFETY
A refreshing approach to driver safety.
Amatil has reported a 99% reduction in speeding incidents over a 3-year period that included the new driver safety learning experience. The new training also built a groundwork of care for their employees before they rolled out their new Managing Driver Behaviour Guidelines. Amatil has also seen a 20% drop in accidents due to driver inattention.
Broader Australian impact:
Amatil rolled out key segments of the online experience to its entire Australian workforce (2,500 people) from December 2020 - January 2021. The goal being to prime their people for safe driving behaviours when driving to and from work, and when on the roads during the holiday period.
The online driver safety experience achieved a 100% completion rate, for the 1,100 Amatil drivers in Australia.
with a 99% reduction in speeding incident and a 20% reduction in accidents due to driver inattention.
The Background
When Coca-Cola Amatil and Everyday Massive partnered to refresh the driver safety program, we knew we had an important opportunity to not only deliver a unique learning experience, but help save lives.
Whether it’s sipping a Sprite or popping a Powerade, Amatil refreshes millions of people across Asia-Pacific, every day.
As the largest drinks company in Australia, it’s the drivers — those who are on the roads taking care of their customers and consumers — who deliver those millions of moments of happiness and possibilities everyday.
It’s true that driving is core to Amatil’s business operations, but it’s also one of their highest safety risks. Getting their people home to what they love is incredibly important to them as an organisation, and they were concerned that vehicle related incidents were higher than what they were comfortable with.
The leadership team called for action. The Safety team needed to design a driver safety program that would deliver sustainable, positive change — one that would fundamentally change the employee experience when it comes to safety behind the wheel at Amatil.
“Driver safety e-learning is there to provide all of us at Amatil with the knowledge, routines and simple tools to keep all road users safe and get everyone home to what they love.
I really do believe the step change this program brought in terms of education without assessment allowed all
employees to see the training for
what it was – care and safety.
What I mean by this is instead of the feeling of ‘this is just another box ticking exercise where we need to get 100% to pass’ we were all able to commit 100% to the content and absorb the meaning behind it without thinking about what we might need to remember for the assessment which does occur in other online training modules.”
Scott Schwarze
District Sales Manager
Coca-Cola Amatil Limited (Amatil)
The Situation:
As they dug deeper into the safety data and employee feedback, the Safety team identified inconsistencies in how Amatil onboarded drivers, and the expectations that were set about safe driving behaviours.
A trend in driving-related safety
incidents — particularly speeding —
was the catalyst for a driver safety
program refresh at Amatil.
Leadership needed to see a step-change in safety performance, and the Safety team knew this would take more than rolling out an off-the-shelf driving program.
Once the Safety team identified the inconsistencies in safe driving expectations, they focused on the development of a behaviour-based program that would explore driver decision-making and also unpack the bigger ‘why’ for driving safely, which at Amatil, is ‘getting you home to what you love’.
“Our drivers already have their driver’s license which means they know the road rules, so we didn’t need to focus our efforts on driver competency training, and we didn’t want to invest in teaching drivers how to speed more safely — we don’t want our people speeding at all — so we knew that defensive driving school wasn’t the answer either.”
Sarah Moore
Health and Safety Leadership Partner
Coca-Cola Amatil Limited (Amatil)
About Amatil drivers:
There are some 1,200 Amatil drivers in Australia who are on the road in their tool of trade vehicles:
Sales:
(average age 30 years): the team that visits Amatil’s customers such as supermarkets, bars, and service stations.
Equipment Service Technicians:
(average age 40 years): the team of technicians who service vending machines, fridges, and drink taps in bars.
Generally speaking, these teams come from diverse backgrounds.
They drive in both urban and rural environments across Australia and spend most of their time on the road. Their vehicle is their office, and mobile devices (tablets, mobile phones) are their main platforms for learning and communication.
The refreshed driver safety program needed to meet these needs and be relevant to all drivers regardless of geographical location, team, or role.
The Shift.
The ultimate shift is when every employee adopts the company’s safety goals as their own. For Amatil, this meant designing a driver safety program that would see drivers internalise the goal of ‘zero is possible’ by making every kilometre a safe kilometre.
The driver safety program shifted the approach to safety at Amatil.
Before communicating about driving policies and procedures, and introducing a robust consequence framework to manage driver behaviour, the team launched the program by starting with ‘why’.
This approach primed drivers for behaviour change, by first building empathy through a focus on:
A values-based narrative about safe driving, and ‘getting their people home to what they love’
What drives our behaviours
How humans process information and make decisions
What makes us want to break the rules versus not
The program also considered the opportunity for a bigger societal impact. Amatil’s driving program wanted to be the drop that started the ripple effect — where changing the mindsets and behaviours of 1,200 drivers would then influence the driving behaviours of other Amatil employees, and their loved ones too.
The Solution.
An engaging learning experience that demonstrates care before compliance, builds connection through empathy, and taps into values and mindsets to shift behaviours.
Amatil and Everyday Massive designed a learning experience that kick-started a new narrative about driver safety at Amatil, and set the tone for the remainder of the program.
Highly visual and interactive
We leveraged the Amatil brand to build a highly visual and interactive online experience, which was self-led and accessible to all drivers, and also plugged into Amatil’s Learning Management System.
Action-oriented
learning
The experience was designed for adult learning, which means we didn’t focus on testing for the information recall, but instead, on learning outcomes that would ensure drivers were:
Connected to the ‘why’ for safe driving — returning home safely to their loved ones after every shift.
Engaged in the interactive learning format, and by the relevance and tone of the content.
Informed about driving risks and statistics, as well the vulnerabilities of all humans no matter their experience behind the wheel.
Supported with practical tips that they could action every day, to meet Amatil’s expectations for safe driving behaviour.
Motivated to behave differently and share their learnings with others.
Structured content and consistent messaging to set expectations
We broke down the driver safety content into manageable sections to ease the cognitive load on learners, and aid comprehension and engagement.
The structure also made the difference between unsafe and safe behaviours, consistent and clear.
“Our people travel over 40 million kilometres on our roads taking care of our customers and consumers every year, we needed to make sure that we showed care when coaching our people how to be safe on our roads.”
Sarah Moore
Health and Safety Leadership Partner
Coca-Cola Amatil Limited (Amatil)
Engaging tone of voice.
To the point: there was no beating around the bush for our Australian driver audience. When it comes to driving safely, we presented short, sharp messages about driving hazards and risks, and provided the proof points — the statistics about the impact of road incidents.
Delivered with care: notwithstanding the power of facts when it comes to shifting mindsets, the experience also appealed to emotions, by tapping into the values that drive many mindsets and behaviours — our family and loved ones, and having the freedom to choose.
A touch of cleverness: to really drive engagement (pun intended) both copy and design leveraged a driving theme. A ‘start your engines’ button encourages learners to enter the online course, images of an Amatil emblazoned ‘Batmobile’ helps support messages about speeding, and ‘get your thrills by driving safely’ is a tongue-in-cheek way to reframe messages about why people break the rules.
