In October 2008, Balfour Beatty launched Zero Harm. This was a worldwide safety initiative aimed at reducing the company’s accident frequency rate (AFR) to zero. The agency Makecomplexsimple were asked to help them promote excellent working practices among their site operatives.
An initial site visit revealed a wealth of opportunities to target specific behaviours and risks using outdoor, experiential and ambient advertising techniques. A powerful advertising campaign was created aimed at minimising common hand, wrist and eye injuries and each site were sent an easily adaptable advertising campaign pack featuring WC posters, canteen table toppers, vinyl banners for perimeter fencing and experiential elements.