Creative Brief

Southland Holdings (Southland) is a multi-faceted industry leader in heavy civil construction. The company employs thousands of professionals worldwide to work on some of the nation’s largest infrastructure projects. The company’s core values of: family, project safety and technical excellence are reinforced to each staff member in the office or field.

In June 2017, Southland held a special event to recognize project staff who reached a considerable milestone in the construction industry – 1,000 days without a lost time injury. The project, located in New Orleans, Louisiana, consisted of Widening of the Florida Ave. Canal for the U.S. Army Corps of Engineers (USACE) and was the first Southland project to achieve this safety milestone. This accomplishment was a direct reflection of Southland’s overall ATTABOY Employee Recognition Program and PROTECT MY FAMILY (PMF) brand. Safety was verbally discussed at daily meetings and branded on safety vests and project signage with Southland’s PMF logo. Social media posts showed the New Orleans project (#SELA) and company’s #protectmyfamily. Overall, #protectmyfamily has 200+ posts/50k+ views. One #SELA boosted post received 22k views.

Southland’s celebration of this considerable construction feat resulted in a fun event praised by attendees for recognition of the project crew’s achievement, great food and giveways, support from vendors, and corporate executives who not only attended the event but praised the team. It has increased employee morale and security, resulting in a decrease in turnover. In addition, Southland's OSHA safety rating has improved 8%, and the project is now a benchmark at Southland.