Our brief was to encourage BP employees worldwide to change their behavior and “think safety, drive safely”. We turned traditional approaches on their head by encouraging employees to consider the consequences of an accident for their families – rather than their employer. We even created a competition for employees’ children to enter.
The campaign needed to be accessed through a worldwide digital toolkit of posters, banners and games that were relevant globally and could be translated locally. Our ‘Game of consequences’ made the dangers of driving feel real and this often acted as a catalyst for debate.