Global Safety Day is the single biggest employee engagement event on the AngloAmerican calendar. The day makes Anglo American a safer place to work by bringing teams together in every part of the business around a shared vision and purpose – raising awareness, understanding and action around a key safety theme. It is a powerful and highly visible symbol of the businesses commitment to achieving Zero Harm.
Engagement through participation
We worked with Group centre to develop a global communication strategy and plan built around three ‘activation’ points over a twelve week build-up to the day itself. Each activation was built around employee participation, and started by engaging leaders and managers in understanding how their decisions and actions influence employee attitudes and adherence to controls and what they could do to improve this dynamic.
Developing a creative platform
With a diverse range of employees in equally diverse locations – from offices in London to mines in Southern Africa – a key challenge was to develop a creative platform around the 2015 safety theme that would work across geographies, audiences and channels. Our solution – Controls Protect – was a simple but highly effective life-affirming positioning that was integrated with a simplified control concept that all employees could understand, find meaningful and take personal action and accountability on wherever they work in the world.
We encouraged active engagement and interaction by supporting conversations to happen at all levels through a wide range of media and channels. This included an interactive ‘Cosmo style’ self assessment for Leaders, competitions on social media, and Toolbox Talks, a supervisor-hosted channel delivered to frontline employees starting their shift. We also made sure that communications were action-orientated, with a strong call to action that, where possible was measurable.
The campaign activations ran for 3 months across 100 sites in 16 countries on 6 continents. Some 4,800 employees completed the online questionnaire, 250 videos were submitted by employees and Leaders videos on the importance of controls were watched over 11,000 times.