PIECES OF COVERAGE & 7 FOLLOW LINKS
MANUAL WORKERS SURVEYED
A-SAFE specialises in delivering the world’s most trusted industrial safety barriers; supporting businesses in creating a safe environment for their workforce in line with the British Standards Institution’s PAS 13.
Faith was tasked with launching the film ‘Amputee’ across the UK and on a global platform across A-SAFE’s international territories.
This was an important and significant awareness campaign for A-SAFE to step outside of the usual industry media and showcase the brand as thought leaders, highlighting the human impact of workplace transport accidents and campaigning for better safety measures.
We created a campaign identity around ‘The Hidden Cost of Workplace Safety’.
The story outline was that wider health and safety measures were placed on the backburner due to the pandemic putting businesses under pressure to create covid-secure working environments.
To deliver and achieve this key messaging, we commissioned independent research through YouGov, targeting 2,000 manual and non-manual workers in order to get a better understanding of the UK’s health and safety landscape, and to what extent the pandemic had impacted internal workplace measures.
By unveiling the best and worst industries for protecting workers, we were able to create compelling headlines from the primary and secondary data captured, grabbing the media’s attention.
To support the campaign, we created a digital toolkit of A-SAFE’s core materials and campaign assets to broaden the reach and impact of the media launch. This was made available for download from a micro-site, which supported the campaign to drive traffic via linked coverage.
Using the insights from the primary and secondary data, we built an integrated campaign with content used across PR, broadcast, social, and digital media.
We also collaborated with Lisa Ramos, a health and safety impact speaker and an ambassador for A-SAFE’s ‘The Hidden Cost’ campaign. In 2006, Lisa suffered a workplace injury which resulted in limb loss – her personal story was used as a case study, and her voice as an authentic spokesperson.
Over the campaign period we generated a total PR reach of 297,766 and achieved seven followed links with 19 pieces of coverage across national, regional and trade media, including Manufacturing Management, Tomorrow’s Health & Safety and Health & Safety Matters.
Supported by social media advertising, the campaign was seeded further online via a carefully targeted paid-for digital programme – again delivering strong engagement and direct click-throughs. Working with Broadcast Revolution, 13 radio interviews were secured, with a total audience reach of 5,360,025.
The research results highlighted that:
- 37% believe that profits are put before people in terms of ensuring the right health and safety measures are in place where they work.
- 33% say the focus on creating Covid-secure environments led to the neglect of other health and safety measures.
- 24% do not think their employer is dedicated to keeping them safe and they do not trust them to protect workers
- Taken together, this leads to one in ten of those surveyed saying they go to work every day not feeling safe.