Brown & Green Environmental Services, Inc.

MARKETING SAFETY MARIA VICTORIA G. ARAGO

“Using Marketing Strategies to Improve Safety in the Workplace.” November 21, 2018

80-95 % of accidents are triggered by unsafe behavior.

To reduce accidents we need to change workers behavior.

Advertising, marketing and public relations campaigns can significantly influence people behavior.

Influence Perception = Influence Behavior

Rationale 2

“Our brains cannot distinguish the practical difference between perception and reality. What we

perceive is what is real to us. If branding can shape our perceptions, and our perceptions are our reality, it follows: Branding has the power to shape reality”.

Branding Expert Brian Lischer

Branding 3

Top Brands

$182.8 B $132.1 B $104.9 B

$94.8 B $57.3 B $70.9 B

Source: Forbes Magazine

Branding Safety

Provide consistent, cohesive and professional visual message

Without branding the message can get confusing or get lost

Constant messaging about an important issue, has the effect of becoming part of the culture of the workplace.

Build brand – build culture- build engagement - change behavior

Know your “Customer” and assess what you already have

Involve everyone from the start

Set goals and objectives

Create a Safety Brand

Safety Visual Identity

Logo

Tag Line – Message

Slogan

Tone

Marketing Safety 6

Generic Safety Logos

Generic Safety Logos 8

Generic Safety Logos Do Not Work!

Safety Visual Identity

Safety Visual Identity

Source:

Safety Visual Identity

EPCOR Canada

Safety Visual Identity 12

Incorporated into Company

Branding

Lucite International

Choose the Right Message 14

Vale Canada Limited – Nickle Mining

BevChain – beverage supply chain in Australia

activeLife Safetytalk ideas

Choose the Right Message 15

Global Safety Leadership

Plan your activities

Content Calendar

Publishing Schedule

Use all available media, tools and events

Motivate

Reward and Recognize

Monitor and Evaluate

Marketing Safety 16

How to

rest?

IQ II Q III Q IV Q IQ II Q III Q IV Q IQ II Q III Q IV Q

Deptm Group

Meetings Launch 0

Danger

Launch 0

Danger Info-Status

Deptm Managers

EHS, Medicover

Incident catalogue

G\EHS_KwM Info about incidents and

near misses EHSS

Quarterly EHS

Meetings

2004

result

Safe

Behavior

Program

Launch

Promotion,

Audit

External

Audit

result

Emergency

plan

PMI EHS

Audit

reults

KPI

Risk

assessment TBD TBD TBD TBD Info - status, issues EHSS

Promotion I

Increase of awarness and

number of reported near

misses

EHSS

Promotion II Increase of awarness EHSS

Promotion III Increase of awarness Deptm Managers

with EHS particip.

Promotion IV Increase of awarness EHSS

Promotion V Increase of awarness EHSS,Medicover

Promotion VI Increase of awarness EHSS

The best idea related

to safety Q Award Increase of awarness EHSS

Contest for the poster

on the EHS subject Increase of awarness EHSS

Purpose Responsible

Behaviour in

emergency

situation

Safe

environment

Up-date until 10 of each month

Zero Danger

Safe behaviour

Health

Safety beyond

work

Comunication

platforms

2005 2006 2007

Emergency

plan

KPI

Risk

assessment

Promotion Programs Communication Plan

Plan your activities

Content Calendar

Publishing Schedule

Use all available media, tools and events

Motivate

Reward and Recognize

Monitor and Evaluate

Marketing Safety 18

Use All Available Media 19

20

Be Everywhere!

Plan your activities

Content Calendar

Publishing Schedule

Use all available media, tools and events

Motivate

Reward and Recognize

Monitor and Evaluate

Marketing Safety 22

23