Awareness 24/7

Advertising Awareness 24/7

INDUSTRY CASE STUDY | Retail, Accommodations, Food Service Chain Stores
CLIENT CASE STUDY | Top 5 Chain Store Organization
MISSION TYPE: Service / Advertising

Poster Case Study Pic

Background

According to the Bureau of Labor Statistics, nearly three million non-fatal workplace injuries and illnesses were reported by private industry employers in 2012, resulting in a rate of 3.4 workplace injuries for every 100 full-time workers.1

The cost of these injuries is astounding. The National Safety Council (NSC) estimates the average direct cost of an injury is $38,000; however, that only tells a part of the story. The indirect costs of that same injury could exceed $150,000, making the total average cost of a workplace injury hover near the $200,000 mark.2 A company would have to earn revenues of $1.9 million just to offset the loss while retaining a 10% profit margin.

Challenge

The losses associated with these workplace injuries impact every industry, including the retail and food service industries, which encompass more than 1.7 million locations and approximately 27 million employees in the U.S.3,4 With so much at stake and the potential for losses due to injuries so high, we were happy to take on the challenge from one of the top five quick-serve food service organizations in the world to help increase awareness of safety within their crew members across the U.S.

Mission

Take a very dry and boring topic (safety) and develop a refreshing program that delivers effective safety messaging in a fun and memorable way, 24 hours a day, seven days a week.

Solution

CIN-092013 Auditorium Safety

Understanding the challenge in front of our client was the key to making sure we were successful at our mission. We found the typical employee who fell was within the 18 to 24 year old age range. This demographic is used to high-impact, swift-moving and fun imagery. They are bombarded daily by thousands of images and advertisements outside of their work places. We had to come up with an effective campaign to reach them.

Current safety awareness programs consisted of OSHA-, insurance- and state-produced training materials, in addition to safety training videos and digital programs. These programs are presented to employees as infrequently as once per month or not at all and severely lack staying power. With only a brief encounter with these programs during a month, an employee would never remember what they watched or looked at a couple of days before, let alone over the span of 20 or 30 days.

Our research focused on the tactics used by major consumer product companies to grab the attention of this young and mobile employee base. Taking cues from the most successful advertising agencies in the world, we found the solution was all about great messaging and daily repetition of that messaging.

The result was the development of an employee awareness “advertising” program we dubbed the Off The Wall® Safety Awareness Program. This program had the flexibility and power to be customized to advertise safety, human resource, and customer service messages to employees throughout an organization with ease and low cost. Repetitive advertising of these messages each and every day was the key to the success of this program.

Results

The development and roll out of the Off The Wall Safety Awareness Program was a huge success. Employees and corporate managers were abuzz with excitement over this fun and effective program. Our first program focused on slip and fall prevention. Since then, we have rolled out over 400 additional programs across the nation for some of the world’s leading retail and food service organizations. With client injury rates and costs dropping up to 40%, we know the development of this groundbreaking program has been a huge success.

 

Footnotes
1Workplace Injury and Illness SummaryOS NR 11/07/2013 News Release: Workplace Injuries and Illnesses—2012 http://www.bls.gov/news.release/osh.nr0.htm
2 The Cost of Injuries: How much to you really pay? National Safety Council: http://www.nsc.org/news_resources/injury_and_death_statistics/Pages/EstimatingtheCostsofUnintentionalInjuries.aspx
32012 Retail Industry SnapShot2  (NAICS 44-45):  http://thedataweb.rm.census.gov/TheDataWeb_HotReport2/econsnapshot/2012/snapshot.hrml?NAICS=44-45
42012 Accommodations and Food Service3 (NAICS 72): http://thedataweb.rm.census.gov/TheDataWeb_HotReport2/econsnapshot/2012/snapshot.hrml?NAICS=72