Good Creative

How do you communicate hard-hitting and sometimes unpalatable messages to an audience who don't want to be preached to?

This is the problem that many companies face when it comes to internal comms. In ScottishPower's case, this had particular relevance to their new Health and Safety Campaign.

Traditionally generated internally, the poor quality, homespun messaging and graphics had no cohesion across different divisions. As a result, their comms had little or no success in motivating their target audience.

Working within the tight budget, we offered our client a whole new approach. Following interviews with employees at various tiers of the organisation, and mindful that we needed to keep things really simple to connect with the broad target audience, we created the sub-brand ‘IT MATTERS’. This was used to unify all messaging and initiatives under the Health and Safety umbrella.

A basic colour palette and typography was combined with stock photography and graphics. This ensured we could keep costs to a minimum and allowed in-house teams to create their own campaigns easily and consistently.

Since our campaign went live, the number of non-lost time accidents has fallen, proof that our simple approach was effective.

The LTA figure shown indicates the number of accidents at work that have resulted in not being able to attend work on the next rostered day. In each of the cases they are distinct incidents.

A reduction of 13 LTA saved the company £32,500. This is a business cost and does not take account of additional societal costs associated with lost working days.

*It doesn't just end here.

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