THE CLIENT

Winnebago Industries is a leading manufacturer of premium outdoor recreation products under the Winnebago, Grand Design, Chris-Craft, Newmar, Barletta and Lithionics Battery brands.

THE TEE UP

Recognizing a critical need to elevate how the company talked to employees about safety, Winnebago Industries partnered with Tiny Mighty Communications (TMC) in 2023 to set a new standard in workplace safety communications.

THE STRATEGY

Winnebago Industries partnered with TMC to invigorate safety communications with the company’s first ever Safety Day, powered by an “I Stay Safe For” campaign theme that would unite the brands and help the company’s nearly 6,500 employees easily embody this key part of the company’s DNA.

To help inform the approach, TMC conducted discovery sessions with key safety and communications stakeholders at the enterprise and business unit (BU) levels to determine the messages and actions necessary for success.

THE ACTION

 Key activations ahead of Safety Day included:

  • Development of core safety messaging for the full enterprise
  • An enterprise-wide message from the SVP of Operations to introduce the new safety messaging and tease Safety Day

The “I Stay Safe for” Safety Day campaign comprised:

  • Customized kick-off email message for each BU’s Safety Day, featuring a message from the BU president and an enterprise-wide video from the CEO, SVP of Operations and Director of Safety reinforcing core safety messaging and sharing who they stay safe for
  • Safety Day rallies at each BU, with remarks from BU leadership, refreshments and a collective signing of a Safety Day banner where employees wrote out who they stay safe for
  • “I Stay Safe for” keychains for all employees with space to write who they stay safe for
  • Digital signage deployed throughout the enterprise and at BUs
  • Follow-up recap content of Safety Day in the company’s quarterly employee newsletter

THE RESULTS

The“I Stay Safe For” campaign quickly became a mantra across the organization by making safety a personal goal each employee could embrace. Positive outcomes included:

  • 100% participation across all business units: every brand held a Safety Day.
  • Sharing of Safety Day messaging and photos on BU social media
  • Ongoing positive feedback from employees within every brand. Employees continue to talk about who they stay safe for.
  • Safety Day is now an annual event at Winnebago Industries. Building on the 2023 campaign, the second annual Safety Day, “Safer Together,” was held in June 2024.

Together, Winnebago and TMC successfully developed a workplace safety communications program that solidified safety as a key component of Winnebago Industries’ DNA.