Workplace Communicator Blog

Six Secret Principles to an Effective Workplace Safety Campaign

Posted by Marie-Claire Ross on Mon, Oct 24, 2011

In the brilliant book, Made to Stick, by Chip and Dan Heath, they discussed a 1999 research project by a team of Israeli researchers.  In this study, 200 award winning ads were classified into six templates.

They then classified 200 unsuccessful ads and found that only 2% could be classified into the six templates.

But wait there's more...

The researchers brought in three groups of novices and got them to create three ads for three different products.  The first group received information on the products and no ad design training.  The second group was trained for two hours by a creativity instructor, while the third group was trained for two hours on the six templates.

For all groups, the best best ads were selected by a creative director and tested with consumers.

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Topics: workplace safety campaign, workplace safety communication, communicating OHS messages, using stories in the workplace