Safety is De Beer’s most important value in its business strategy. But, living out these values day-to-day proved to be a difficult task. Even though miners understood the procedures, shortcuts would continuously put them and their colleagues at risk.
De Beers needed a new approach to communicate their “Zero Harm” safety message. Previous campaigns that had taken an authoritative “No Tolerance” positioning yielded a lack of positive results and safety records plummeted. Ignite Joe Public were poised to help grow their clients need by creating a safety activation that would break through the apathy and bring about positive change.