Class:
Internal Promotion

Type:
More than $10 Per Recipient

Objective:
To prevent injuries on the job, achieve 30% reduction in claims and $300,000 in paid out losses.

Strategy and Execution:
The campaign used the acronym, S.E.E.D. for Safety Every Employee's Duty which also tied to the agricultural nature of the advertiser. The kickoff event involved numbered buttons which - worn daily - entitled accident free employees to take part in prize drawings. More than 20 other products were utilized ranging from hard hat decals and key tags to quarterly safety recognition awards such as embroidered stadium blankets and radios. Copy carried out the main theme, "Planting the Seed of Safety and Harvesting the Rewards." Bi-lingual imprinting on products ensured all employees knew all aspects of the campaign and the potential rewards.

Results:
"One hundred percent of the 600-plus employees participated. At the end of the first four quarters, a 67% decrease in recordable claims was achieved," said an official, which was an all-time record.