FEM Zero is no Accident
The 'Zero is no Accident' Campaign
Established in 1936, The Federated Employers Mutual Assurance Company (FEM) has been a stalwart in the financial services sector, holding the exclusive license for workmen’s compensation administration in the building and construction industry. Despite its long-standing presence, FEM’s approach had traditionally been operation-centric, with underdeveloped marketing efforts.
This 86-year-old institution faced the challenge of low brand awareness, hindering the companies growth strategy. FEM sought our assistance in developing a comprehensive brand visibility campaign to reposition the brand and emphasise the significance of health and safety on construction sites in South Africa.
A Campaign Strategy That Spoke to the Heart
Our ‘Zero Is No Accident’ campaign was born from a strategic vision that prioritised the paramount importance of safety within the construction industry. This campaign sought to nurture a culture characterised by vigilance, care and accountability on construction sites. Our primary goal was to reinforce FEM’s standing as a staunch advocate for safety and an unwavering partner in the industry. The campaign transcended traditional marketing by delving into the hearts of both employees and employers and encompassed the following:
- Emotive Connection: We crafted an emotional narrative centered on employees and their families. By showcasing them as the unsung heroes who support their loved ones, we deeply connected with the audience’s emotions. We celebrated employees as more than mere construction laborers but also as providers, caregivers, spouses and parents who bore profound responsibilities for the well-being of their families.
- Responsibility Messaging: Our campaign focused on the shared responsibility of both employers and employees. We emphasised the importance of collaboration in maintaining a safe working environment. The narrative highlighted the sobering reality of critical injuries and fatalities arising from inadequate health and safety measures, shedding light on the profound impact these tragedies have on families and businesses.
- Empowerment: We empowered employees by highlighting their role in enabling safety through best practices. This approach resonated with the audience, making them feel a sense of ownership in the safety process. By focusing on their multifaceted roles, we delivered a compelling message to both employers and employees, compelling them to embrace their shared responsibilities in ensuring safety at construction sites.
Multi Channel Marketing
The comprehensive scope of work for the ‘Zero Is No Accident’ campaign included the following elements:
- Campaign Strategy: Developed a strategic plan that aligned with FEM’s objectives and industry needs.
- Creative Direction: Provided innovative and cohesive creative direction to ensure all campaign elements were visually and thematically consistent.
- Social Media Marketing (SMM): Engaged audiences across various social media platforms to increase brand visibility and interaction.
- Search Engine Marketing (SEM): Implemented targeted SEM campaigns to drive traffic and awareness.
- Website Development: Created a user-friendly website that showcased the campaign and FEM’s commitment to safety.
- Activations: Conducted on-ground activations to engage directly with the target audience and reinforce the campaign message.
- Radio Advertising: Developed and aired compelling radio ads to reach a broader audience and highlight the campaign’s key messages.
- Digital Out of Home Advertising: Utilised digital billboards and other out-of-home advertising mediums to ensure wide visibility and reach of the campaign.
Our efforts yielded remarkable results, significantly boosting FEM’s presence across various channels and reinforcing their position as the foremost authority in the administration of COIDA for the construction industry. The refined brand messaging significantly improved the quality of content marketing, enhancing the market’s understanding of FEM’s ethos, value propositions and service offering.
The campaign’s emotional depth and focus on responsibility not only elevated FEM’s brand but also underscored the critical importance of safety in the construction industry. It fostered a culture of care and accountability on construction sites and positioned FEM as a key stakeholder in achieving this. The campaign facilitated a robust customer acquisition strategy and stimulated tangible sales growth for the company.
The collaboration between FEM and AlienNation exemplified strategic marketing and creative excellence.
Radio Ads
Public Relations
Strategic PR & Media Services:
Brand positioning and reputation building includes content and activities that take into account the various stakeholders of the brand, including clients (such as contractors and property development companies), end users (in this case, the beneficiaries of FEM insurance cover and other services), partners, industry players and regulators (such as The Workmen’s Compensation Fund), the public sector, the media, the community and internal stakeholders. Content is produced and platforms determined based on the key audience of each activity. PR content forms part of brand marketing content on platforms such as social media and the FEM website.
- Thought leadership articles
- Media Placements
- Press Releases
- Media Training
- Media Interviews
- Talking points and guidelines
- Media liaison and media management
Outcomes Summary:
Press Releases
-
Media House:
Newzroom Afrika -
Interview Date:
Newzroon Afrika -
Reach:
Approxminately 12.37% of the South African news watching audience.
-
Media House:
eNCA -
Interview Format:
Television -
Interviewee:
Sanjay Munnoo -
Topic:
Safetember
