Ironically the idea for our Safety as Art campaign came about almost by accident. In a casual conversation, one of our owners wondered how we might be able to make the topic of safety more engaging.
With the complexity and size of our projects increasing over the past several years, along with our national growth, our emphasis on safety has understandably increased as well.
Keeping those factors in mind, our Marketing and Communications team responded to his question with an idea that also leveraged our Director of Safety, making him more recognizable to our expanding employee base.
Riffing on the iconic pop-art style of Andy Warhol, the team proposed featuring a profile shot of the Director of Safety. Dressed with the required personal protective equipment (hard hat, glasses, and vest), the image conveyed the clever theme that safety is an art.
Creative copy was created to support the graphic, and the campaign was born. The result couldn’t have been better received. A topic that many see as dry and depressing was injected with an appropriate amount of personality and levity.
As a result, not only was our Safety Director one of the most recognized members of our team, but more importantly, the dialogue around safety dramatically increased within our organization. In the time since launching the campaign, we’ve seen an even more critical shift here at HITT, a decrease in our EMR to .49.