How would you reinvent what a modern safety culture looks like?

The Work

We surprised and delighted employees by recasting common hazards as comic book supervillains to create engaging stories that presented safe workplace practices in a way that grabbed, and held, attention. Engagement more than tripled over the first year, with a 471% increase in observation reports and accidents trending downward throughout the campaign.

Later, seeing the power of this campaign and how it engaged the company’s global workforce, we expanded the storylines to address the vital topic of mental health hazards in the workplace and offer resources and strategies for dealing with them.