Building a Universal Safety Culture
We took FMC’s focus on a niche injury stat and created a global safety crusade for an entire corporation and more than 6,000 employees in 11 languages. We built a complete brand with a smart name, memorable logo and powerful message. TH!NK. SAFE. isn’t just about reducing injuries, it’s about rethinking the way you work and live. It’s rooted in psychology and the latest research in changing safety mindsets. The campaign was anchored by a powerful manifesto and brought to life through a website, printed pieces, signage, teaser campaigns, social contests and engaging videos.
A Powerful Safety Story with Retelling Power
The campaign is built on an impactful and universal premise — that we make the choice to be safe thousands of time every day. That foundation has empowered us to reimagine what TH!NK. SAFE. means and how the campaign can be most impactful. We created new videos and accompanying collateral campaigns that maintain a relevant and meaningful message across all locations, job titles and languages.
Campaigns that Make an Impact
FMC cut its global injury rate by more than half. Most importantly, the campaign changed how they think about safety at work, at home and on the road. They see safety as part of FMC’s culture. They’re not just aware, they’re evangelists.
We’ve partnered with FMC to create additional campaigns that keep employees safe from unique and universal hazards – both in the real world and online.
Telling a Meaningful Sustainability Story
When FMC wanted to amplify its sustainability initiatives, we worked with the company to develop a unique narrative-based platform called “Greater Than Green” and a jealousy-inducing brand look and feel that cemented FMC’s position as a global sustainability leader through its commitment to go above and beyond industry standards.
We launched the platform globally and six months later, via a Greater Than Green Champions case study campaign, showcased FMC employees around the world that were embracing the company’s commitment to environmental and social responsibility.
Within the first year, the platform fully achieved the integrated goals and metrics across the organization. As a result of this work, FMC was named Responsible Company of the Year by the American Chemistry Council—the organization’s highest honor.
