Shell, a global leader in energy and petrochemicals, set out to strengthen internal safety communications with an impactful and complete B2B campaign tailored for refinery employees.
The challenge
Refinery work comes with strict safety protocols designed to minimise risks. Yet, employees were not always following these measures, putting themselves and others at risk.
Our approach
We drew inspiration from the universal wisdom of parents—their words are rarely without reason, and always command attention. Building on this insight, we launched the campaign,“Let’s Take Heed”. A series of videos featured employees’ own mothers and fathers, playfully scolding them, supported by billboards inside and around the refinery, and corporate emails to amplify awareness and spark real behavioural change. A successful campaign to remind the importance of staying safe at work.
The impact
The message was impossible to ignore—culminating with one mother visiting the site in person, delivering heartfelt advice that resonated far beyond the workplace.