Associated British Ports’ (ABP) objective was to increase awareness internally, across its 21 UK ports and over 2,400 staff reinforcing the importance of workplace health & safety. Beyond Zero is the creative initiative we developed to do this and is a long-term journey to create a behaviour-based safety culture within ABP. The aim is for all employees to do the right thing, every time.
Key project information
- The first target is to deliver Zero Harm across the business. That means no accidents and no injuries whatsoever
- Beyond Zero is currently focused on health and safety, but as time goes on, the plan is to change the culture of all that relates to compliance including environment, security, data protection and quality
- To work, this campaign needed to stand out across ABP’s busy ports and offices across the country
How we assisted
This campaign needed to stand out across ABP’s busy ports and offices across the country. Each stage needed to be highly visual, bold and thought-provoking. With this in mind we developed two creative routes with an overarching theme that highlighted the extent of how many people’s lives could be affected, and ultimately adversely altered by an incident.
We designed a variety of materials to help spread the message as widely as possible amongst both office based staff and port workers. The range of collateral developed included a giant shed wrap in the Humber Ports region; office and desktop standees; six sheet posters and press sheets.
To help take this campaign message across the 21 UK ports, we designed the livery and a hard-hitting film for ABP’s Beyond Zero Road Safety Tour.
A concept that used striking and thought-provoking visuals, and an overarching theme that highlighted how many people’s lives can be affected, and ultimately adversely altered by an incident.
We are proud to have been acknowledged for our work on this project, being awarded: