Most safety campaigns in the construction industry are targeted at employers.

This campaign spoke straight to builders themselves – ‘the chance of having a serious accident at work is 1 in 6. Fortunately, you can make that chance smaller yourself.’

Humourous statistics were played off against the very real chance of an accident happening on a building site.

Besides TV and radio commercials, the campaign featured a daily breakfast TV show especially for builders – “Voor dag en bouw met Rita” – shown at 5.a.m., precisely the time most builders wake up.

The campaign won a SAN Accent award for best integrated campaign and an EFFIE for campaign efficiency.

Credits
Client – Technisch Bureau Bouwnijverheid. Agency – Gummo. Strategy: Onno Lixenberg. Concept: Hajo de Boer, Gijs Roozendaal, David Kokke. Art direction: Hajo de Boer, Jeroen Klaver. Copy: Olaf Zwetsloot. Director: Matthias Schut (CCCP).