Safe for Life: An HSE Campaign Case Study

Abstract This paper describes how a global energy technology company developed and implemented a global communications campaign called Safe for Life. The campaign’s intent was to promote safe behaviors by delivering short videos, featuring employees in company facilities and at home with their families. The campaign aimed to extend safety culture beyond the workplace by reinforcing Life-Saving Rules and other safety messages in a way that resonated with personnel, their families and friends, as well as the company’s customers. The initiative involved creating eleven short impactful videos, using simple safety messaging aligned with IOGP's Life-Saving Rules. These videos empower individuals by illustrating life-saving actions and establishing connections to their application in real-life scenarios. The videos aimed to resonate with a diverse global audience and learning styles and were supported by a suite of digital media resources including posters, photos, and safety meeting materials. Videos were released on a monthly basis with global business managers and HSE representatives being responsible for widespread dissemination and engagement with the campaign toolkit materials, which were available in multiple languages. The short video format has been effective in helping individuals to absorb and retain essential messages and avoid information overload. Since the campaign’s launch, the videos have received over 500,000 views via the company’s internal communications channels. The creation of more than 150 posters and graphics, along with the translation of videos into over eight languages, highlights the effectiveness in reaching diverse audiences and catering to various learning styles. A profound sense of connection has been achieved by featuring actual employees representing the company’s global operations. Featuring these employees at work and at home with their families has contributed significantly to the success of the campaign. Interest in the campaign was sustained with the release of new videos and digital media on a monthly basis. Safe for Life has proven successful in communicating how people can become more aware of their surroundings and maintain vigilance of potential hazards, and how they can take appropriate measures to protect themselves and others in every aspect of their lives.