Think before you act!
In 2015, RAG Aktiengesellschaft decided, despite a comparatively decent accident rate (UKZ), to put together an overall package to increase occupational safety. This also included a three-year health and safety campaign. Under the slogan “SAFETY! Think before you act.” A campaign backed by Crossrelations was developed that staged its own employees as ambassadors. The “miner’s honour” is the campaign’s central theme and forms the core element of communication. With various formats, such as posters, moving images and experience elements, all employees were confronted with behaviour relevant to occupational safety and encouraged to act responsibly for themselves and their colleagues. Together with training formats, media coverage of all safety activities by the employee magazine “Steinkohle” and direct addressing by the Board of Management on all levels, the “occupational safety” package emerged. The great success: by the end of 2017, the already low accident rate had fallen to a historic level.
For this, RAG was awarded the German Occupational Health and Safety Prize, the Promotion Prize of the BG Rohstoffe und Chemische Industrie (BG RCI) and the International German PR Prize in the category “Internal Communication, Change and Transformation”.