NESTLE DRIVER SAFETY
An uneventful journey:
A driver-centred approach to safety on the road at Nestlé
Introduction
Nestle Oceania’s Safety, Health and Environment (SHE) leaders, Justin Pratt and Luke Byrnes came to Everyday Massive to redevelop their Driver Safety program.
Along with in-the-field training, Nestle’s Safe Driving manual is the key piece of communication they use to keep their people safe – but their current manual was tired, out of date and beyond uninspiring.
The company’s Ten Principles of Business Operations includes health and safety as a non-negotiable priority within their culture, and Justin and Luke were dedicated to deliver on this promise.
In an early discovery exercise with Everyday Massive, the SHE team identified themselves as ‘Creators’ – they wanted to move beyond simply process and systems for compliance. Their vision was to create an engaging experience for their people, and a SHE culture that set a new industry benchmark.
The problem —
Huge company risk, detailed safety manual, minimal staff engagement.
During a half-day workshop with the SHE team, we dug to identify the crux of the issue and found two key problems:
The immediate problem, quite simply, was the existing text-heavy guideline was uninviting for the primary audience – the Field Sales Team – it was outdated, and it was being underused.
The broader business problem?
If Nestle’s drivers weren’t engaging with the Driver Safety manual, the team was more exposed to risks on the road. At worst, a fatal accident or permanent injury. At best, a minor prang and mirror damage. Minor, yes, but across a team of 5,000 the cost of insurance premiums was rising and costing the company millions of dollars.
Primary audience spotlight: Field Sales Team
Solo operators
While they attend many meetings, a lot of time is spent travelling alone between destinations.
Heavily mobile-dependent
Time spent on the road means their mobile-use is high, for phone calls and online-based work.
Want to be home
They would rather drive fatigued and get home than stay in a remote location.
They already know
Most believe they’re already experts on the road and their driver knowledge is up to scratch.
The shift —
Make possible: bringing a storytelling lens to safe driving.
Most crucially, we wanted the Field Sales Team to engage with and delight in the Driver Safety content. We didn’t want it to be something they read once and forgot about – but for it to be a practical and enjoyable piece of communication they could depend on. A trusty guidebook with the necessary information to support them when they needed it.
To achieve this, we needed to refresh the content to be current, more relevant and memorable. It needed to support Nestle’s in-the-field training, reminding drivers of the most common incidents and things to avoid to stay safe on the roads. And we needed to establish a new voice that spoke directly to drivers and their experience.
To establish the right tone of voice we led a series of Jungian-inspired archetype activities to uncover the brand for Driver Safety, and how we’d speak to the primary audience. Words like ‘simple’, ‘everyday’, ‘energetic’, ‘progressive’, ‘cheeky’ and ‘approachable’ became our creative lenses, for creating a voice that
would connect.
“Drivers have been highly impressed with the engaging content. Working with Everyday Massive has seen us achieve our goal and seriously raise the bar when it comes to creating engaging safety content.
Luke Byrnes
Safety, Health and Environment Manager”
An Uneventful Journey:
A 72-page visual book of quick tips, interesting facts and personal quotes from Nestle’s people on what safety on the road means to them.
The problem —
Huge company risk, detailed safety manual, minimal staff engagement.
During a half-day workshop with the SHE team, we dug to identify the crux of the issue and found two key problems:
The immediate problem, quite simply, was the existing text-heavy guideline was uninviting for the primary audience – the Field Sales Team – it was outdated, and it was being underused.
The broader business problem?
If Nestle’s drivers weren’t engaging with the Driver Safety manual, the team was more exposed to risks on the road. At worst, a fatal accident or permanent injury. At best, a minor prang and mirror damage. Minor, yes, but across a team of 5,000 the cost of insurance premiums was rising and costing the company millions of dollars.
The voice was colloquial, friendly and matter of fact with a sprinkle of cheek – like drivers were getting tips from their helpful mate, or car-enthusiast uncle. The result? Minimum reading. Plenty of pictures. Essential learning. Huge impact.
Nestle Driver Safety Induction:
