Global Safety Campaign
Championing Employee Safety and Mitigating Lost Time Incidents
Objective:
Partnering with Imperial’s OHSE team, we set out to embed a safety-first mindset across the business, sharpening focus where the risks bite hardest. The goal: real behaviour change, fewer lost time incidents, and proof that Imperial’s people are working safely — wherever they are in the world.
How We Did It:
Cutting through the noise of everyday communications, we launched a campaign built around six priority risk areas — Permit to Work, Leadership Routines & Behaviour Change, Transport, Substances, Electricity, and Emergency. Bold, attention-grabbing creative powered a three-step approach, prompting locations worldwide to Raise Awareness, Trigger Emotions, and Engage Employees to truly Own Safety.
Backed by Imperial’s Director of Safety and championed on the ground by regional Safety Managers, the campaign reinforced that safety isn’t just a workplace priority, but something that protects families and loved ones at home too — inviting every team to shape the materials to their own local context while keeping a consistent, company-wide approach.
This thinking gave rise to ‘I Own Safety’, an embedded behaviour built around a simple, unifying motto: together we create a place where we take care of each other, everywhere, every day.
Deliverables:
A feature-full toolkit launched the campaign, guiding safety managers through every stage — from engagement and activation to ongoing reporting. Reaching over 50,000 employees globally, the campaign brought a consistent safety-first message to every corner of the business.
A clear comms framework gave safety managers everything they needed to roll out the campaign smoothly, ensuring messaging stayed consistent, compelling, and easy to act on.
Electrical Cable Tag – Safety messages were simply highlighted with this easy and cost effective tag method
A suite of editable creative assets let managers tailor materials to their own site’s context and priority risks, while additional inspiration encouraged teams to develop their own activation ideas — driving deeper ownership and stronger local adoption.
