Driving behaviour change to improve safety

Identifying the core issue of complacency and normalisation of risk among employees, the campaign centred around the simple, yet impactful, theme ‘Think Twice’. This two-word message was chosen for its universal appeal and its ability to trigger a pause in routine behaviour, prompting people to reassess potential hazards.

We focused on creating a consistent global message that transcended language barriers, ensuring that ‘Think Twice’ retained its meaning across IMI's diverse workforce. Visually, the campaign disrupted autopilot thinking with a ‘torn’ design.

Implementation involved a multi-channel approach, including digital platforms, physical posters in communal areas and hazard-specific campaigns targeting key safety topics. Ongoing communications sustained awareness over several months, while toolbox talks provided a structured framework for team leaders to facilitate discussions on safety issues.