HOW DO YOU TRANSFORM THE WAY ENVIRONMENT, HEALTH & SAFETY (EHS) IS TALKED ABOUT ACROSS A HUGE MULTI-BRAND COMPANY WORKING ACROSS THOUSANDS OF SITES?

That was the challenge we were set by Saint-Gobain, a world-leading construction materials manufacturer. With two fatalities in the last year and a general lack of engagement with the EHS strategy, Saint-Gobain wanted to create a clear, powerful campaign that their people could relate to.

To fully understand the company’s culture and the challenge ahead we spent time embedded within the business. We led a stakeholder mapping project to ensure we met a wide range of people from across the business. We learnt about the real issues they faced and their barriers to change. We also facilitated a bespoke ‘train the trainer’ workshop to enable Saint-Gobain to gather employee insight on a long-term basis.

Our brief was to create a buzz around EHS and get everyone at Saint-Gobain to understand its importance – and we did, with a hard-hitting campaign proving the best way to start conversations. We gave EHS its own personality by developing a new visual identity including animated characters that people could identify with. Insight gave us the confidence to create a fresh, bold look for what was once thought of as the ‘rule book’ part of the business.

To specifically target the hard-to-reach driver population of Jewson, a sub-brand of Saint-Gobain, we even built a huge bridge at the ICC in Birmingham and mocked up an oil spill to bring the cost of accidents to life.