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Case Study

GSK Biologicals in Belgium created a communications campaign which improved safety by influencing employees’ behaviour and attitudes.

The campaign used a series of cartoon posters to highlight risks and project positive safety messages in a simple and striking way. Each poster depicted a real-life situation that staff could immediately identify with from their own day-to-day work. 

The year-long campaign focused on 12 subjects. Some were selected based on the accident record over the previous two years, such as protective clothing and equipment. Otheres covered general aspects such as smoking and alcohol. Each one was the focus of a short campaign lasting only one to two months to make sure that the message reached all employees several times but did not become tired and stale.

Posters were the key element but each campaign began with a “teaser” such as a banner or life-sized model in a key site location. The posters were supported by other material such as stickers on washroom mirrors and table mats which included a quiz for employees.

The campaign has helped the sites continue to improve their safety record – accidents causing time away from work have fallen by two-thirds in five years.

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