Royal Mail
Your Safety Always Comes First Campaign
THE CHALLENGE
Devise, develop and help deliver a long-term transformation and change programme for 180,000 Royal Mail staff across the UK.
OUR RESPONSE
We created a strategic campaign based around safety culture in the workplace, with the intention to raise awareness and create a complete behavioural change.
The first stage in the 'your safety always comes first' campaign was a pocket guide to safety awareness at Royal Mail. This was closely followed by a national safety event aimed to develop new organisational frameworks and establish safety systems towards a zero-accident culture.
Building on the objectives of the initial pocket guide and safety event, we then created a training-based discussion map, managers' notes and safety charter. These powerful awareness tools covered the majority of potential risks and addressed ways in which these might be avoided.
A second national safety event followed suit, focussing primarily on best practice and safety awareness. Building on from this event's messages, two poster campaigns were then introduced to raise awareness of these risks and promote solutions to the front-line workforce. A series of regional events, designed to show immediate results, then took place across the UK, helping to provide material to drive communications over the coming years.
THE RESULT
As of June 2009, Royal Mail reported a 39% reduction in reported accidents year-on-year and a 10% reduction in actual accidents, which they attribute to the long-term effect of this comprehensive programme.
