Shell aimed to promote sustainable change in the behavior of Fluminense (from Rio state) oil rig workers, with regard to dealing with the daily exposure to hazards, and to revamp the Safety Culture. Selu was tasked with creating an original content platform to promote that behavioral change.
The power of storytelling provides a backdrop for workers to engage with experiences to derive positive awareness.
We developed the brand transmedia platform – Tune In to your Attitude – with content focused on communicating Personal Safety in an innovative way, using interactive media channels, in order to engage more effectively in accident prevention.
Allied to the videos, there were webradio programs, channels on the instant messaging application WhatsApp and the Facebook social network, updating the company’s team of workers with daily posts on the subject, encouraging interactivity and facilitating engagement and participation.
The main idea was to conduct the entire campaign using content concepts based on Humor, Reason and Emotion. These three “mindsets" provided the backdrop for the development of all the tools used in the platform, bringing to life the excitement and passion of the characters’ stories and discoveries throughout the content presentation.
During the first month of the “Tune In to Your Attitude” campaign, a series of eight videos was launched containing a strong element of "Humor". Backing up the videos, channels on WhatsApp and Facebook updated the company’s team of workers with daily posts on the subject, encouraging interactivity and facilitating engagement and participation.
Web-Radio programs were also sent via WhatsApp and Facebook, thereby further reinforcing the message. Employees from all the sectors participated, as "respondents" and even "interviewers", drawing out tacit knowledge about the subject. The "Attitude Tips", radio comments with motivational messages about the subject, became a trademark feature.
Based on the same media channel model, the next phase of the campaign presented eight new videos, this time with Work Planning as their main topic. In the videos, a variety of professionals who are exposed to significant risk provided details of their success in the planning processes.
In the final phase of the campaign, the goal was to touch the emotions of the audience. So the international documentary “Life Calls for Attitude”, filmed in the Atacama Desert, New Orleans and CapeTown, was shown, with three global figures (a miner, a firefighter and a US Marine) talking about their experiences in dealing with the exposure to hazards.
According to qualitative research, “Tune In to Your Attitude” achieved greater engagement of the participants, resulting in an effective change of behavior.
The outcome of this initiative was enhanced flow and absorption of information on Personal Safety, which led to a new posture of commitment to safety among all the participants. So, a higher level of trust and group responsibility was attained, leading to a more proactive and generative attitude and greater maturity with regard to the Safety Culture.
Innovating in the use of media:
● Videos: 40 films
● The documentary “Life Call for Attitude” has obtained more than 8,000 views.
● Radio: 91 programs
● Facebook: 9,333 followers from 39 countries.
● WhatsApp: 300 cards, with interaction and engagement.
● Printed matter: posters, banners, folders.