Construction is the UK’s deadliest industry, losing on average 2 workers every working day.

Not to the dangers of the job, but to suicide.

While every measure is taken to prevent physical harm, there’s no equivalent to safeguard the workers from anxiety and depression. Compounding this is the tough construction culture where men don’t open up to emotional problems.

From 1 van operators to 5000 vehicle fleet owners, Ford are the market leader to this industry.

Not because of share of volume, but because of the reliability of its brand and its vehicles to its customers. This crisis called for a different type of reliability that maintains and leveraged Ford’s connection with this industry.

The campaign’s objectives weren’t brand awareness or media impressions, it was about saving lives,

and creating a sustainable industry-wide program for mental wellbeing in construction.

In construction, physical safety gear is mandatory and cautionary messaging everywhere.

But when it comes to stress and depression, there’s no equivalent to safeguard the workers.

The idea was to make mental health visible.

But how do you stand out in an already crowded space?

We started by choosing a medium that was already on site and synonymous with safety - the high vis vest. Then combined the iconic colours of safety into a new higher vis design, recognising both the physical and emotional vulnerability of workers.

The vest complied to strict design and manufacturing standards and was introduced to sites via counsellors from Lighthouse Club, the UK’s biggest charity dedicated to mental well-being.

Designed to get help on site, cut through language barriers and get men talking with a 24-hr confidential support helpline on every vest.

The design motif initiated a new industry-wide graphic language for mental health.

Our strategy was to make mental health visible and get help onsite.

We needed to do it empathetically, in a way that would resonate and overcome language barriers and the stigma associated with talking about emotions.

The partnership with Lighthouse Club and 24/7 helpline gave us the insight and expertise crucial to success.

Working with the Lighthouse Club, we understood the finer details of reaching our audience,

that while large construction firms may have mental wellbeing programs, the majority of workers are sub-contractors or self-employed and did not receive any support from these schemes.

Also, outside of the large construction firms many independent SMEs didn’t even know there is help and support available - our idea needed to work practically, physically and reach the boots on the ground directly.

By touring the initiative across the UK, one site at a time, we achieved this direct contact plus nationwide scale.

The Higher Vis Vest is being introduced to sites across the country via councillors from the Lighthouse Club, a charity dedicated to wellbeing in construction. It is an ongoing initiative from Ford to get help and support to workers on the ground. To date we have visited 265 sites and reached 14,000 workers.

To get on site the vest had to adhere to strict design and manufacturing standards. It is CE approved, an indicator it complies with EU legislation regarding safety, health and environmental requirements.

Dye sub print fluorescent ink with high colour fastness was used to simulate the four main high vis colours – yellow, orange, cyan and green. The fabric is 120gsm, making it durable, lightweight, breathable and machine washable. The reflective tape gives 360-degree high visibility and passed EN 10471 and ANSI107 standard as reflectivity reaches 400 cd/(lx.m2).

1,800 have been produced, unit cost £10.18.

Our metric for success is not impressions, brands share or increasing sales, it was about raising awareness of the crisis and more importantly saving lives.

So far, we have 42 active rescues linked to the program – that’s 42 sons, fathers, husbands, workmates and friends still with us today.

The campaign has also helped to break down the political barriers that existed between the different organisations. Because it came from Ford - not connected to any charity or organization - it helped to represent everyone.

As such it has been taken up as the wellbeing campaign for the construction industry uniting over 800 trade organisations.

#MakeItVisible is ongoing, unifying the industry in recognising the holistic safety of workers, now and for generations to come.