Think Twice: Driving behaviour change
Luminous
Client: IMI
Many of IMI’s employees work with complex machinery. Any injuries sustained at work can be life-changing, or even fatal, so employee health and safety is of paramount importance. Luminous was tasked with developing a global campaign to promote behaviour change and strengthen a safety-first culture. The result was a globally successful Health & Safety campaign that supported significant behavioural change internally at IMI and continues to drive positive change. The campaign had an immediate impact on a serious workplace issue and improved the lives, wellbeing and safety of a global community of employees – and their families. In the first year of the campaign, hazard reporting by employees increased by 14% and reported accidents across the group decreased by 7% from the previous year. This helped IMI and its 10,000 workers to avoid potentially fatal and life-changing accidents. The campaign was so successful, IMI has now commissioned neurological research to better understand why people wouldn’t think twice in the first place. A second generation of Think Twice creative execution is also in development.