THE CLIENT
Winnebago Industries is a leading manufacturer of premium outdoor recreation products under the Winnebago, Grand Design, Newmar, Chris-Craft, Barletta and Lithionics brands.
THE TEE UP
Winnebago wanted to amplify internal safety communications and reinforce its strong safety culture for its 6,500 employees.
THE STRATEGY
We partnered with Winnebago to launch its first-ever enterprise-wide Safety Day, engaging every employee and uniting its brands around safety. Our objectives were to:
- Reframe the company’s safety storyto emphasize the importance of workplace safety
- Execute a Safety Day campaign that was personal and would resonate across brands
THE ACTION
Reframing the Safety Story:
- Core Safety Message House: Crafted in partnership with key safety stakeholders to get brand and enterprise leaders on the same page
- Enterprise-Wide Kickoff: Company-wide message from Operations leadership introduced the new safety messaging to all employees and set the stage for Safety Day
Safety Day:
- “I Stay Safe For” Theme: Campaign theme to personalize safety for employees and ask them “who do you stay safe for?”
- Safety Day Video: Morning message from the CEO and other key leaders reinforcing key safety messaging and sharing who they stay safe for
- Promotional Merchandise: Themed keychains given to every employee to personalize with who they stay safe for
- Customized BU Activities: Safety Day rallies, messages and activities tailored for each business unit, including large banners at each worksite for employees to personalize and write down who they stay safe for
- Digital Signage: Safety Day reminders displayed across facilities
THE RESULTS
The “I Stay Safe For” campaign quickly became a core element of Winnebago’s safety culture:
- 100% participation from the business units
- Social media engagement from business units
- Positive feedback and continued engagement and resonance with team members
- Elevation of Safety Day to an annual event
This campaign not only strengthened Winnebago’s safety culture but demonstrated our ability to deliver engaging internal campaigns that align teams, foster meaningful connections and reinforce core values across an organization.
