Lendlease Mums for Safety|海报/平面|广告营销案例【ADGuider广告指南】

Lendlease 妈妈为了安全

案例简介：为什么这项工作与公关相关？这项运动的主要目标是减少伦德尔工作场所严重受伤和死亡的可能性。Lendlease 通过这些 “关键事件” 的频率来衡量安全性能，并努力创造一个工人和公众不会面临严重伤害风险的工作场所。Lendlease 的声誉建立在创造真正关心工人和社区福祉的最佳场所上。卓越的安全性能是 Lendlease 的经营许可证，企业必须积极促进安全以保护其声誉。在公众看来，安全等于质量和可靠性。背景作为世界领先的建筑和物业公司之一，Lendlease 在一个风险极高的行业中运营。工作场所安全至关重要。传统的安全活动往往无效，无法吸引目标受众，导致安全绩效停滞不前。从历史上看，这种方法是用各种来源的大量标牌和活动来张贴网站。噪音很大，订婚也很少。相关信息不再被打断。简介: 提出一个原创的创意，协调围绕一个故事的安全沟通，同时影响目标受众的行为。开发可在全球业务中执行的安全建议和通信平台。目标 • 减少关键事件 • 围绕创造更安全的工作场所的共同目标聚集两种不同的受众通过展示积极有效的安全方法来保护和提高企业的声誉描述创意 (20% 的选票) 妈妈们为了安全。以现实生活中伦德莱工人的现实生活中的妈妈为特色。妈妈是理性的声音，也是最了解你的人。从你出生的那一刻起，她就一直保护着你。你现在可能是个成年人了，但当她说话时，你还是会听的。包括首席执行官在内的伦德尔工人的母亲 (和母亲形象) 被招募来传递重要的安全、健康和幸福信息。通过将安全信息从伦德尔的声音转移到工人妈妈的声音，它绕过了公司过滤器，直接进入了我们观众的心中。这个想法旨在给交流带来真实的人性和轻松的一面。使用真正的工人及其家人，它增加了现场的可谈性，这提高了意识并鼓励预防行为，以便每个人都安全回家。描述公关策略 (30% 的选票) 洞察如果安全控制得到适当实施，现场的所有关键事件都可以避免。人们转向企业的声音。情绪可以影响行为改变关键信息在现场保护你的安全是我们的首要任务，以确保你和你的同事安全地回到你爱的人身边。目标受众所有 Lendlease 在澳大利亚的员工、访客和分包商，随后在全球范围内。资产的创建和分配真正的工人和他们的妈妈被招募来拍摄一部为期五天的电影和剧照。制作了一部四分钟的感应电影，重点是关键事件最常见的原因。其他活动资产被创建并交付给悉尼和布里斯班的两个试点站点，将工作环境转变为身临其境的妈妈，以获得安全体验。其他应用的抵押品包括墙壁标牌、数字屏幕、涂鸦模板和商品，战略性地放置在每个不同的体验点。描述 PR 执行 (20% 的选票) 2018年9月从软启动到管理通过 eDM 、内部网帖子和团队会议亲自向所有员工打电话全球首席执行官史蒂夫 · 麦肯 (和他的母亲) 被招募为参与者和倡导者 2018年11月这项运动在澳大利亚的两个工地进行了启动活动 -- 一个是新南威尔士的悉尼港，另一个是昆士兰州的斯普林菲尔德崛起。这部电影首次亮相，邀请了所有参与者。随后，该活动通过内部网内容进行了宣传 2019年2月向澳大利亚所有 Lendlease 工作场所的所有员工推出。迄今为止，它已经达到约 13,000 名员工和数千名承包商 2019年5月该活动将在全球范围内推出，并按地区定制，在未来 12 个月内以新鲜面孔和新鲜内容进行演变。列出结果 (30% 的选票) 您必须至少包括以下两层: 目标受众成果就员工敬业度而言，这是伦德尔有史以来最成功的竞选活动。这是 Pulse (Lendlease 的全球内部网) 上最热门的运动，有着有史以来最多的评论和最喜欢的东西，显示了安全意识的可测量变化。这场运动赢得了E 最佳全球客户参与倡议竞赛 (12 个中的第一个) 在 2018 的 Lendlease 全球高管论坛上，由前 200 名 Lendlease 领导者投票。活动资产记录了公司数字资产管理系统的头号下载速率。海报、商品和横幅现在在澳大利亚的业务中随处可见，允许项目和办公室传达妈妈根据自己的具体需求定制的安全信息。业务成果最重要的可衡量的结果是，自该运动发起以来，我们澳大利亚业务的重大事件显著减少。这场运动通过其独特的语调、影响力、信息传递、环境传播和电影产生了巨大的影响。在过去的三年里，Lendlease Australia 的关键事件表现与 Lendlease 集团的整体表现保持一致。自从在澳大利亚发起运动以来，Lendlease Property 的表现超过了该集团 9 倍,与同期 27% 的集团下降相比，严重事件的频率下降了 3%。这被认为是为了安全，这是当时唯一一个重要的安全项目。

Lendlease 妈妈为了安全

案例简介：Why is this work relevant for PR? The primary objective of this campaign is to reduce the potential for serious injuries and fatalities across Lendlease’s workplaces. Lendlease measures safety performance through the frequency of these “Critical Incidents” and strives to create a workplace where workers and the public are not exposed to the risk of serious injury. Lendlease has built its reputation on creating the best places which genuinely care about the wellbeing of workers and the community. Exceptional safety performance is Lendlease’s license to operate and the business must actively promote safety to protect its reputation. In public perception, safety equals quality and reliability. Background As one of the world’s leading construction and property companies, Lendlease operates in an extremely high-risk industry. Workplace safety is paramount. Traditional safety campaigns have often been ineffective and failed to engage the target audience, leading to plateauing safety performance. Historically, the approach was to plaster sites with a multitude of signage and campaigns from various sources. There was a lot of noise and little engagement. The relevant messages were no longer cutting through. Brief: come up with an original creative idea that harmonises safety communications around one story while influencing behavior in the target audience. Develop a safety proposition and a communications platform that can be executionally rolled out across the global business. OBJECTIVES • Reduction of Critical Incidents • Rally two different audiences around the common goal of creating a safer workplace • Protect and enhance the business’s reputation by showing a proactive and effective approach to safety Describe the creative idea (20% of vote) Mums for Safety. Featuring real life mums of real life Lendlease workers. Mum is the voice of reason and the one who knows you best. From the moment you were born, she has kept you safe. You might be an adult now, but when she talks you still listen. Mothers (and mother figures) of Lendlease workers, including the CEO, were recruited to deliver important safety, health and wellbeing messages. By shifting safety messages from the voice of Lendlease to the voices of workers’ mums, it bypasses the corporate filter and goes straight to the hearts of our audience. The idea was designed to bring an authentic humanity and lighter side to communications. Using real workers and their families, it increases talkability on-site, which increases awareness and encourages preventative behaviour so that everyone gets home safely. Describe the PR strategy (30% of vote) INSIGHT All Critical Incidents on-site could have been avoided if safety controls had been properly implemented. People switch off to the corporate voice. Emotion can influence behavioural change KEY MESSAGE Looking after your safety on-site is our number one priority, to ensure you and your work colleagues get home safely to the people you love. TARGET AUDIENCE All Lendlease employees, visitors, and sub-contractors in Australia and subsequently globally. CREATION AND DISTRIBUTION OF ASSETS Real workers and their mums were recruited for a five day film and stills shoot. A four-minute induction film was produced, focusing on the most frequent causes of Critical Incidents. Other campaign assets were created and delivered to two pilot sites in Sydney and Brisbane, transforming the work environment into an immersive Mums for Safety experience. Other applied collateral included wall signage, digital screens, graffiti stencils and merchandise, strategically placed at each different point of experience. Describe the PR execution (20% of vote) September 2018 Soft launch to management Casting call to all staff via eDM, intranet posts and in person through team meetings Global CEO, Steve McCann (and his mother) recruited as participant and advocate November 2018 The campaign was piloted with a launch event at two worksites in Australia – One Sydney Harbour in New South Wales and Springfield Rise in Queensland. The film was debuted and all participants invited. The campaign was then publicised with intranet content February 2019 Launched to all employees across all Lendlease workplaces in Australia. To date it has reached circa 13,000 employees and thousands of contractors May 2019 The campaign will be launched globally and tailored by region, evolving in the next 12 months with fresh faces and fresh content. List the results (30% of vote) must include at least two of the following tiers: TARGET AUDIENCE OUTCOMES In terms of employee engagement, this has been Lendlease’s most successful campaign ever. It has been the top trending campaign on Pulse (Lendlease’s global intranet), with the most-ever comments and most-ever likes, showing measurable changes in awareness of safety. The campaign has won the best Global Customer Engagement Initiative competition (first out of twelve) at the Lendlease Global Executives Forum for 2018, as voted by top 200 Lendlease leaders. The campaign assets have recorded the number one download rate on the company’s digital asset management system. The posters, merchandise and banners are now seen across Australian operations allowing projects and offices to convey the Mums for Safety message, tailored to their specific needs. BUSINESS OUTCOMES The most important measurable result is the marked reduction in Critical Incidents at our Australian operations since the campaign launched. This campaign has had a huge impact through its unique tone of voice, its reach, messaging, environmental communications and film. Over the last three years Lendlease Australia’s Critical Incident performance was tracking in line with that of the Lendlease Group as a whole. Since the launch of the campaign in Australia, Lendlease Property has outperformed the Group by a factor of 9, recording a 27% decline in the frequency of Critical Incidents compared to the Group’s decline of 3% in the same period. This has been attributed to Mums for Safety which was the only significant safety program launched at the time.