Consigli’s S.A.F.E program was driven by the goal of improving its safety record by shifting the mindset from metric-based initiatives—the industry’s default for safety management—to a human approach that taps emotional drivers motivating workers to be proactive about safety.
The program’s development began with the team identifying a “humanization of safety” approach—an extension of Consigli’s belief that people come first, that without great people, great buildings aren’t built.
Marketing developed messaging and identified specific vehicles to communicate with its target audience—the company’s staff and subcontractors on more than 65 project sites in the Northeast. The campaign communicates internally and externally, leveraging both existing and new communication vehicles including print and digital newsletters, the company’s internal and external websites, safety-focused social media campaigns, video and safety event programming.
Continuing today, the campaign incorporates:
• Brand identity development including name, logo and related graphics for the overall S.A.F.E. program
• The company’s Fall/Winter 2014 Newsletter as part of S.A.F.E.’s launch; print edition distributed by mail to Consigli’s 700 staff
• Construction site poster campaign, emphasizing human face of construction, using photography of Consigli’s own staff and their families. Posters refreshed seasonally, keeping the message new. Posters displayed prominently at 65 jobsites.
• Annual customization of the industry’s national “Safety Week” every May to include S.A.F.E. themed educational, promotional programming at jobsites. Components included the social media hashtag #WhoAreYouSafeFor, daily Tool Box Trivia games, t-shirts, activities designed to engage crews.