Scottish Power Safety Campaign Best in UK

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A campaign to improve ScottishPower’s health and safety performance among its staff has been named as one of the UK’s most effective marketing strategies.

The impact of the 'It Matters' campaign on our health and safety culture has been positive and sustaining. The extent to which we have further educated, what I know to be a tough audience, is nothing short of remarkable.

A campaign to improve ScottishPower’s health and safety performance among its staff has been named as one of the UK’s most effective marketing strategies.

The ‘It Matters’ campaign, which helped the energy company to reduce sickness absence by 22% and lost time accidents by 60%, was recognised with a Gold award at the Design Business Association’s annual Design Effectiveness Awards last night.

The campaign, which used tongue-in-cheek copy and light hearted visuals to emphasise the importance of health and safety messages, also helped to save the company £2.5million.

ScottishPower commissioned Good Creative, a Glasgow-based design agency, to develop a single brand and an enduring campaign that would deliver internal health and safety messages across the group. The company felt previous campaigns had been inconsistent and poorly executed and that staff had become disengaged from internal communications messages.

As well as winning the top award in the internal communications category, Good also won a Gold award in the packaging category after creating a new brand identity for Argyll-based Fyne Ales, and a bronze award in the Interactive and Digital Media category, for a campaign to promote Glasgow-based shopping centre Buchanan Galleries.

Good outperformed all the other UK design agencies at the awards, which use commercial data as a key judging criterion. It is now ranked third in the DBA’s league table of the UK’s most effective design consultancies and is the first agency to win three consecutive Golds at the event.

ScottishPower is one of the UK’s largest energy suppliers, comprising a number of divisions – including SP Energy Retail, SP Energy Wholesale and SP Energy Networks – each of which operates autonomously and had created its own ‘brand’ to deliver health and safety messages.

There was a lack of consistency and, as a result, the group’s health and safety performance was good but static. Recognising that the safety and wellbeing of its staff was paramount, the group asked Good to create a brand platform that would work across all of its divisions, to improve key health and safety statistics, to improve brand recollection and to create a cost-effective, long lasting campaign.

The ‘It Matters’ campaign went live in May 2009 with a budget of £60,000. Using a series of simple visuals, it emphasised the message that health and safety issues affected the lives of all employees at all times, from making a cup to tea, to walking to work, driving a car or wiring a plug.

Doug Wilson, ScottishPower’s Health & Safety Director, said: “The impact of the ‘It Matters’ campaign on our health and safety culture has been positive and sustaining. The extent to which we have further educated, what I know to be a tough audience, is nothing short of remarkable.”

Keith Forbes, co-director of Good, said: “We believe our work with ScottishPower to unify, re-invigorate and improve the effectiveness of their internal health and safety communications absolutely proves the power of simple, clear and engaging design.

“It shows how design can transcend a broad target audience, ambivalent to what you’re trying to sell and connect with them in a refreshing way, ultimately changing their behaviour. It shows how a tight budget can work with simple copy and stock imagery to communicate at the unglamorous end of the design spectrum, saving the company money and ultimately improving day-to-day lives.”

Good, whose clients include Marks & Spencer, AEG, Vladivar, CLWorldbarnds, Bacardi, Siemens and Land Securities, is seeking to capitalise on the company’s growing reputation and success with a possible move to London. It is currently considering various options, including a partnership or joint venture operation that will enable it to get a foothold in London.

“We have proved ourselves consistently to be one of the very best design consultancies in the UK and, with 70% of our business now coming from outside of Scotland, it makes sense to be closer to where are customers are based,” said Forbes, who founded Good eight years ago with co-director Chris Lumsden.

“While Scotland has been a good platform from which to grow our business, we feel it is important to have a London presence, whether that is a new headquarters or an office where we will employ the best talent.”

“We have done tremendously well establishing a company in Glasgow with a global reach but we want to do better. To be perceived as one of the biggest players in the industry, you have to have a presence in London and we are prepared to do that to take our business to the next level.”

With an annual turnover of £1.4m, Good specialises in design thinking, brand creation, positioning and strategic implementation, producing everything from logos and brand guidelines, literature, packaging to digital solutions with in-house specialist teams.

Notes to Editors:

  • The DBA was established in 1986 to promote professional excellence through productive partnerships between commerce and the design industry to champion effective design. It runs events, projects and seminars with partner organisations including the Confederation of British Industry (CBI), the Institute of Directors (IoD) and the Marketing society
  • Its Design Effectiveness Awards are recognised within the industry as the most important measure of effective design. It is the only awards scheme that uses commercial data as a key judging criterion. Each entry is judged on its own merits, by a panel of senior figures from the business community.
  • Success in the awards brings a much coveted place on the DBA's Effectiveness League Table, collated from the previous three years of data. Consultancies and agencies are awarded 15 points for a Gold award, 10 points for a Silver and 5 points for a Bronze award. A further 10 points is awarded for the Grand Prix, the top prize for overall design effectiveness and 5 points in an international export category.
  • In 2009 Good won a gold medal in the DBA Design Effectiveness Awards for its work on redesigning packaging for Equal Exchange, a producer and distributor of fair trade and organic products. Following the relaunch, Equal Exchange saw a 28% uplift in like-for-like sales and outperformed the market by 37%. Its exports also grew by 300%.
  • Good’s founding partner, Keith Forbes, is a former creative business managing director of the year, a board member of the Design Business Association and has been quoted on lists of the most influential members of the media and marketing industries in Scotland.
  • There are 20,000 design agencies in the UK

For further information and high resolution photography, contact: Carlos Alba on 0141 637 6399 or 07880 505647.

Email: carlos(at)carlosalbamedia(dot)co(dot)uk


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