Henkel #safetymatters

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Internal Campaign

keyfacts

01 Customer

Henkel

02 Services

Concept, Design, Copy, Layout, Photography, Image editing, Project management, Social Media, Animation, Illustration

realisation

The objective: Zero accidents at Henkel.
The means: ideas by tna.
This goes for at least as long as the #safetymatters campaign is running. It solves one conundrum of the of the Düsseldorf-based corporation’s SHE (Safety, Health, Environment) unit: Faltering awareness for the communication involving safety despite the fact that safety is a central concern for the company all over the world. So, we were tasked to change that.
Well, we started off making it as easy as can be, simply saying what actually matters: safety. The deliberately ambiguous claim #safetymatters states which role safety plays at Henkel and at the same time gives the somewhat cryptically named SHE unit a more speaking title—and, hence, a face.

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result

So, we are making the SHE unit identifiable: By introducing safety officers from different sites that become part of our campaign phases inform, involve, incentivize. Employing a wide range of media, we are giving those who breathe life into the #safetymatters campaign a voice. Thematically stumbling, slipping, falling or on-site traffic are in our focus and using smart claims and tongue-in-cheek illustrations we created a unique style. So catchy, the Deutscher Agenturpreis (German Agency Award) dealt out an award for our posters. Animated videos, guerilla ideas like ground graffiti, goodie bags that were presented to the campaign advocates at the different sites, as well as dedicated SharePoint pages made for a little smile that raises awareness for high safety.
In addition, we also ghostwrote for the social media channels and LinkedIn profiles of several employees.

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