Life is a journey; Let’s make it a safe one!
How to raise awareness for road safety and build stronger employee commitment? We know that!
As an agency, our task was to raise awareness of road safety in Komárom-Esztergom County while strengthening the sense of belonging among Bridgestone Tatabánya factory’s employees. The “Life is a journey; Let’s make it a safe one!” campaign focused on addressing critical community issues while showcasing Bridgestone as a premium tyre manufacturer, a reliable company committed to road safety and as a caring, responsible employer as well.
Challenges
Komárom-Esztergom County faced a significant rise in road accidents in 2023. The pedestrian crossings of Tatabánya are worn, and increased freight traffic is present due to the proximity of the industrial area. Bridgestone Tatabánya felt a responsibility to contribute to the community by promoting road safety.
Although the topic is important, getting the message across was challenging as people are less receptive to the subject of road safety in general. Thus, we had to come up with creative solutions. Tackling the decreasing employee engagement within the plant was also a challenge, so increasing their involvement was also an important goal, especially in a competitive labour market. Finally, due to budget limitations, creating a creative and impactful strategy was also required.
Our solution
With a strategy that was built from the inside out, we started with engaging Bridgestone employees before expanding our reach to the broader community in order to strengthen the feeling of belonging within Bridgestone. The campaign had dual goals: enhance road safety awareness and create a sense of pride and purpose among employees.
- Internal Engagement:
We launched an educational content series on Bridgestone’s internal platforms, including the employee Facebook group, posters, and TV screens to activate Tatabánya plant’s employees. We got Győrfi Pál, the well-known spokesperson of the National Ambulance Service on board to hold a motivational talk on road safety. To engage the colleagues more, we organized a creative competition for employees’ children to create posters and short videos promoting road safety.
- Community Activation:
To grab the attention of the passerby, we organized a dancing flashmob in the main square of Tatabánya. The choreography was created and presented by Bridgestone colleagues. To create value that really lasts, Bridgestone’s volunteers joined the local community service to repaint a faded pedestrian crossing in a high-traffic area of the city. We also organized interactive safety lessons for local school children held by the colleagues in collaboration with the local police. The campaign culminated in the huge Bridgestone Road Safety Day event. At each stand, colleagues were leading the activities.
With external communication we secured coverage across regional and national news and automotive industry media, as well as social media platforms to amplify the campaign’s visibility.
Results
The campaign ran for two months and delivered exceptional results, reaching over 500,000 people altogether and engaging more than 1,500 participants in various events. Throughout the campaign, 70% of Bridgestone employees actively participated in the activities, both during and outside of work hours, showcasing their enthusiasm and commitment.
Employees embraced the opportunity to contribute meaningfully to their community and the campaign solidified Bridgestone Tatabánya’s position as a reliable company and a responsible and caring employer.