The Approach

​

The campaign began with a nomination process where employees identified true safety champions within the workforce. These champions were invited to participate in on-camera interviews to discuss the role of safety in their lives and within the organization. Unbeknownst to them, loved ones had been asked to write heartfelt letters of appreciation, highlighting the personal impact of adhering to safety protocols. At the end of the interviews, employees were surprised with their letters, which they read on camera, evoking powerful emotions. As a final reveal, their loved ones appeared in person with tokens of appreciation, culminating in heartfelt moments of connection and a reinforced message about the importance of safety.

​

The Results

​

The campaign profoundly resonated with employees and their families, creating a strong emotional bond to safety practices. By involving loved ones, the initiative effectively reinforced the idea that safety is not just a workplace obligation but a personal commitment to those who matter most. This innovative approach fostered a deeper understanding of the stakes involved and solidified Glencore's reputation as a company that prioritizes the well-being of its employees and their communities.