A-SAFE

A-SAFE specialises in delivering the world’s most trusted industrial safety barriers supporting businesses in creating a safe environment for their workforce in line with the British Standards Institution’s PAS 13.

Coverage Reach

Pieces of coverage

UK SME's surveyed

The Brief

Faith was tasked to launch the film ‘Amputee’ across the UK and on a global platform across A-SAFE’s international territories. In turn, this will increase brand awareness and position A-SAFE as a well-respected brand.

This was an important and significant awareness campaign for A-SAFE that stepped outside of the usual industry media and showcases you as thought leaders. We wanted to showcase the human impact of workplace transport accidents and campaign for better safety measures.

Approach

The story outline for this campaign was that wider health and safety measures have been placed on the backburner, this isn’t due to any neglect from management or H&S teams, but during the pandemic as businesses have been more concerned in creating covid-secure working environments.

To deliver and achieve this message, we commissioned independent research with YouGov of 2,019 manual workers to get a better understanding of the UK’s health and safety landscape and whether the pandemic had impacted safety in the workplace.

By showing the best and worst industries for protecting workers, we were able to create compelling headlines and grab the media’s attention.

To support the campaign, A-SAFE had also created a toolkit of core materials and campaign assets to support the launch that is available for download from the micro-site, which we needed to drive traffic via linking coverage.

Using the insights from the primary and secondary, we built an integrated campaign with content used across PR, broadcast, social, and digital media.

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Results

Over the campaign period we generated a total PR reach of 297,766 and achieved seven followed links with 19 pieces of coverage.

National, regional and trade media coverage was secured – from Bdaily through to Manufacturing Management With coverage secured in key target vertical sectors from Tomorrow’s Health & Safety and Health & Safety Matters.

Supported by social media advertising, the campaign was seeded further online via a carefully targeted paid-for program – again delivering strong engagement and direct click-throughs.

The research results highlighted that of the 2,019 manual and semi-skilled workers, such as machine operators, fitters and drivers, were questioned. Among the key findings:

 

  • 37% believe that profits are put before people in terms of ensuring the right health and safety measures are in place where they work.
  • 33% say the focus on creating Covid-secure environments has led to the neglect of other health and safety measures.
  • 24% do not think their employer is dedicated to keeping them safe and they do not trust them to protect workers
  • Taken together, this leads to one in ten of those surveyed saying they go to work every day not feeling safe.

All it takes is a little Faith.

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