Communicating for Safety

3M Confidential.1

3M Business Name 3M Business Name

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© 3M, 2014. All Rights Reserved.3M Confidential. © 3M, 2014. All Rights Reserved.

3M Confidential.2 © 3M, 2014. All Rights Reserved.3M Confidential.2

• Marketing Communications Manager

• Marketing, PR and Social Media Instructor

• Past President, International Association of Business Communicators, London Chapter

• Community Volunteer, Mother, Partner, Sister, Daughter, Friend, Writer, Yogi, Wine Enthusiast



3M Confidential.5 © 3M, 2014. All Rights Reserved.

• Posters

• Newsletters

• Intranet

• Pay Stubs

• Voicemail messages

• Phone calls(maybe text messages)

• Meetings, more meetings

• Email, Email and more Email

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• Open and Often

• Formal

• Informal

• Personal

• Show Don’t Tell

• Involve Your Audience

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• Storytelling and Trust

• Social Power of Storytelling

• A little Neuroscience

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• 170,000 employees worldwide

• Problem: Systemic issues in transportation safety

• 2002 – 2009: 73 Fatalities

• Audience: Technical and Engineering professionals; process and performance oriented

• Goal: Decrease rate of transportation incidents

• Solution: Interactive Workshop Series Campaign (£280,00)

• Results: Improved behaviours (less speeding)

• Fewer Fatalities (4 vs. 7) in the first year after the campaign

ANGLO AMERICAN


MEANINGFUL DIALOGUE

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• Planned

• Provided

• Simple

• Consistent

• Feedback Welcome

MESSAGING


• 20,000 Resort Staff (Cast)

• Problem: Need to reduce the cost of workplace injuries

• Audience: Diverse group, ages 16-85, from 1 week to 50 years of experience, wide range of shifts over 24/7 schedule, 900 different jobs, several languages

• Goal: Raise awareness of top safety issues to reduce cast injuries.

• Solution: Entertaining Storytelling Campaign

• $30,000 (US)

• Results: 22% decrease in frequency of lost work days due to accidents and overall workers compensation costs - saved over $5M.

DISNEYLAND


WHAT YOU DO IS PROOF OF WHAT YOU BELIEVE

BELIEF DRIVES BEHAVIOUR

EMOTION DICTATES ACTION

RATIONALIZE FEELINGS LATER

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• 2.3 million workers and more than 200,000 employers

• Problem: Young male workers age 15-24 are a very high risk for workplace injury, almost 50% higher chance of getting hurt at work.

• Audience: 15-24 year old construction and manufacturing workers who lack attention to health and safety, lack supervision or training and do not feel empowered to speak up about unsafe work conditions.

WORK SAFE BC• Goal: Decrease workplace injury claims, prevent

injury, illness or death in the workplace, and increase public awareness and endorsement.

• Solution: The 24-Hour Man: Raise Your Hand for Young Worker Safety

• $154,500 (Cdn)

• Results: Overall claims for the demographic decreased 10%

• Six youth-focused bloggers wrote about the Raise Your Hand for Young Worker Safety event

• Total media coverage reach of 3.3 million people








• Know the Message is Received

• Combine Information and Communication

• Tell Great Stories

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• Assess the Situation

• Goals & Objectives

• Key Messages

• Media – the vehicles

• Measure Results

COMMUNICATIONS PLANNING

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• 1,530 employees serving 730,000 customers

• Problem: Preventable accidents in 2004-2005 increased to 23

• Audience: Targeted outdoor skilled trades workers who work a variety of shifts at job sites and substations; mostly male, long-term employees

HYDRO TORONTO• Goal: Reduce winter-related accidents, slips, trips

and falls by 25%

• Solution: Winter Safety Olympics

• $100,000 (Cdn)

• Results: Winter-related accident reduced 74% to 6 from 23

• Toronto WSIB claims reduced by more than $100,000


• 103,000 employees

• Problem: 20 fatalities in 2003 for all of BP and 14 were driving related, and 4 were in the Lubricants business

• Audience: 10,000 employees, including 2,500 professional drivers

• Goal: Have no driving related fatalities and reduce vehicle accident rate to below 2.0

BP LUBRICANTS• Solution: Arrive Safely,

Drive Safely Campaign

• $500,000 (US)

• Results: In first five months (reported) after the campaign, no fatalities; 100% of employees completed the safe driving database; 90% completed fatigue awareness training; 95% of professional drivers have up to date defensive driving training


• Ask questions – surveys, focus groups

• Identify potential roadblocks

• Consider what has worked in the past

• Think about how your employees inform themselves now, for work and in their personal lives

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ASSESS THE SITUTATION


GOALS, OBJECTIVES AND KEY MESSAGES


MEDIA – WHAT’S RIGHT FOR YOUR AUDIENCE

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MEASURE RESULTS

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Start With Why, Simon Sinek TED Talk Storytelling, Shane Snow TEDx Talk Resonate, Nancy Duarte TED Talk Gallup Study, State of the Global Workplace Employee Communications, Ragan PR Daily International Association of Business Communicators (IABC) IABC Gold Quill Awards

Sources

Presentations & Public Speaking

Communicating for Safety