Since 2016

February 2008

Safety Campaign Reduces Accidents

MasseyopolyAt Massey Energy's 15 different coal mining sites, safety is a moment-by-moment concern. A recent campaign had the objectives of increasing awareness of safety habits in the workplace, improving workforce safety performance and reducing absenteeism.

This year-long campaign served as a constant reminder to work safely and develop safety-conscious work habits. The campaign kicked off with the posting of a banner at each mine, the distribution of compressed t-shirts and the presentation of “Masseyopoly,” a Massey-customized version of the board game, Monopoly. This last item made a huge splash with the workforce. The campaign also introduced the character of “Raymond,” a safety mascot who appears on all of the program's communication pieces and promotional items. Every month, the mine sites received a new and different item, among them, beverage insulators, hats, emergency flipper kit, pocket watches and hard hat decals. A new banner arrived every quarter to keep the program fresh and safety awareness foremost in the minds of employees.

Results: During the program, the company saw its Loss Time Accident Ratio decrease by 47 percent, recording the two safest years in the company's 90-year history.

Fun campaign attracts college students

Cotton Inc. promotional productsCotton Inc. exists to promote the cotton industry, through technical services, information, and market trend analysis. It sought to create awareness and increase the use of cotton fabric products among college students.

If a campaign promoting cotton fabric and clothing is going to build excitement and attract the attention of college students, it had better be fun. That was exactly the mood surrounding a series of live events as “The Cotton Dirty Laundry Tour” kicked off a nine-campus tour of colleges across the U.S. The primary promotional item, a full-size cotton laundry bag, was given to every student who attended the event. Several game and contest type attractions during each event attracted crowds and generated participation. Students couldn't resist playing games such as “Wheel of Cotton” or “Pop A Shot” (shooting basketballs into an open washing machine). Additional promotional items - denim picture frames, denim printed notebooks, cotton baseball shirts and bandanas - just to name a few, were distributed at the event. Cotton Care facts, printed on the laundry bags, reflected literary references such as “Seize The Laundry Day” and “Weathering Brights.” This was an ambitious, multi-tiered campaign that required tremendous expertise in terms of coordination and planning. Promoting and staging a live event (nine live events) is not for the faint of heart, but the campaign was an overwhelming success.

Results: Student participation and reaction to the events was overwhelmingly positive with a dramatic spike in website hits following the tour. The company decided to repeat the campaign, increasing the tour from nine campuses to 14 the following year.

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