UPP are a university accommodation provider with 35,000 students and 800 employees under their care, so it’s easy to imagine how important safety and wellbeing are to all they do.
After working in partnership with UPP for five years, with work including a full rebrand and website build, they came to us with a challenge: make health and safety engaging. Our brief was to create a fresh and inspiring brand and campaign, spanning three years, to promote greater engagement with wellbeing in the workplace.
Our safety, in our hands
The first year of the campaign looked at safety, focusing on positive behaviour, not rules and regulations (which everyone agreed they had got plenty of).
Knowing that this should be a human-focused campaign, we used hands to represent community and teamwork; to remind us that it’s the practical day-to-day tasks – everything we do with our hands – that comprise safety at work.
We worked with the illustrator Damien Weighill to create a suite of lively characters working in jobs where their lives were very obviously at stake. This grabbed attention and highlighted the fact that even though the jobs at UPP weren’t as infamously risky as flying to the moon, people’s lives are still on the line – whether it’s the contractors on construction sites or the students in their halls.
The overall look and feel was a departure from UPP’s corporate branding, a decision we made to highlight how different the campaign was from what had come before and make it strikingly obvious that the company was taking a bold new direction with its approach to wellbeing.
Creating the tools for real change
The campaign was launched nation-wide with Director-led presentations. Employees were given an interactive workbook and cards to fill out near misses and positive feedback on - all in a bright, branded tote bag.
To ensure that the great intentions set out in the campaign launch were carried through the year and translated into real action, we created seasonal posters as well as a number of interactive workbooks and materials to keep the conversation going forwards and the number of workplace accidents going down.
The reactive seasonal posters were created in response to data gathered on the types of accidents happening in the workplace. For instance, when cleaners were getting numerous cuts on their hands due to students leaving sharp objects in their sinks, we created a lighthearted poster featuring a sharks and a bottle-wielding octopus to make people consider what dangers could be beneath the surface.
'Six Steps to Safety' posters
The second year of our wellbeing campaign focused on health, be that physical, mental or workplace-related.
UPP asked us to find an engaging and lighthearted way to encourage their employees to take the first steps towards improving their health.
Improving health step-by-step
We used juxtaposed scenarios to highlight the change that UPP are encouraging is – in contrast to the surreal, parallel scene – modest and achievable. Working with illustrator Son of Alan, we created a playful look-and-feel based on retro instructional graphics.
The use of How-To Guide styling highlights that we are not asking anything that is impossible – and that the simplest things can make a big difference. We are acknowledging that things can feel overwhelming, and that demonstrating that it’s just about taking things one step at a time.
For year three of our campaign, we will be taking a look at the environment, and the impact we all make each and every day.
Working with illustrator Evelina Simaskaite, and playing with scale and perspective, we have planned a campaign that makes us look twice at our daily environmental impact. So far we have released a teaser poster, so check back soon to see the whole campaign.
Teaser poster for our upcoming environment campaign
The success of the campaign became evident not only in the overwhelmingly positive reaction across UPP's workforce, but also in the safety figures for the year of the launch.
People were talking about health and safety, and the light-hearted look-and-feel of the campaign helped encourage conversations about mental health and build a no-blame culture where near misses could be reported and positive behaviour was rewarded.
- Reduction in serious workplace injuries
- Agreed or strongly agreed that UPP cares about their wellbeing
A highly effective campaign that was both engaging and informative. Hatched continue to be creative, responsive and innovative in designing campaigns.Mike Eady, Health, Safety and Environment Director, UPP Group
For the full case study please visit our website: UPP Wellbeing
UPP - Wellbeing Campaign
Spanning three years and featuring illustrations by Damien Weighill, Son of Alan and Evelina Simaskaite, this lighthearted, engaging - and at times surreal - wellbeing campaign tackles safety, health and the environment.