Class:
Internal Promotion
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.
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