Most safety activations focus on the "hows" of safety, highlighting the procedures that need to be adhered to, to maintain a safe working environment. Our creative idea was centered around the "why" of staying safe. We knew that if miners were prompted to think what they and their loved ones stood to lose if they were injured or killed, the "hows" of staying safe would become relevant to them. So we asked them "Why will you stay safe today?" and gave each miner a printed template with a number on it to illustrate in their own way their reason to stay safe. Over 80% of miners responded with pictures of their families, future dreams and special moments they wanted to be there for. These templates became the activation collateral, acting as a constant reminder of why the safety procedures were worth adhering to day after day.

Implementation:

The activation was executed with a roll-out to six mines, with face-to-face engagement with over 40 000 miners.

It included:

- A launch activation

- Distribution of over 40 000 poster templates to miners

- Tool box talks where miners shared their reasons to stay safe with their crew

- Posters and internal e-mailers were posted across the De Beers Head Office building

- Safety information was communicated via posters on buses miners took to work

- Stories of the miners reasons to stay safe were shared in community newspapers

- The posters were made into decals attached to the miners overalls

Results:

The campaign is still running and has become an integral and permanent part of the miners daily lives, seamlessly integrated into their overalls to form a permanent reminder of their reason to stay safe. In the time the campaign has run De Beers has suffered no deaths or serious injuries at the operations where this campaign is running compared to 2 deaths and 5 serious injuries in the years preceding it.