Internal Communication

Disruptive ideas designed to save lives

To align with National Road Safety week which had become a world-wide initiative for the first time, TOLL required a fresh approach to encouraging their employees (globally) to commit to practising safe driving behaviours inside and outside of work.

Copywriting

Creative

Strategy

Campaign

Outcome

Drive so others survive

Based on Toll research that identified ‘Driver Distraction’ as a leading cause of motor vehicle accidents - we developed a series of posters with disruptive messages and imagery to grab attention. The body copy then acted as a strong ‘call-to-action’ with important practical tips that could apply to be more aware of and mitigate distractions. A ‘social frame’ was also produced to encourage employees to take a selfie and make a public commitment to not being distracted while driving via their social networks.

Employees reached

Global Safety Campaign

Toll’s involvement in National Road Safety Week reflects our deep commitment to protecting lives - whether on the road for work or outside of it. Through ‘disruptive’ creative copy and visual combinations Belong Creative’s campaign helped educate our global workforce of 16,000 employees about distractions - helping every team member stay focused, make safer choices and return home safely every day.

Suzanne Doyle

HSE Communications and Program Manager