Most safety activations focus on the “hows” of safety, highlighting the procedures that need to be adhered to, to maintain a safe working environment. The creative execution and ideation for the De Beers internal safety campaign was centered instead around the “why” of staying safe. The activation aimed at turning the traditional “how” to stay safe messaging and notion on its head by prompting miners to think about what they and their loved ones stood to lose if they were injured or killed. Therefore, creating daily reminders of what could be lost if safety procedures and standards are not followed.

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