Employee engagement brochure

We inspired AstraZeneca employees to prioritise safety with an employee engagement brochure that helped reduce accidents and incidents across construction sites worldwide.

Background

With a bold ambition to have zero workforce accidents and incidents, the Global Engineering team at AstraZeneca needed a way to help construction site staff understand their role in maintaining a safe work environment. Although committed to getting each of their staff members “home safe every day”, the company wanted employees to become more personally involved in this mission.

Challenge

We needed to encourage employees to go beyond simply identifying safety risks, and help them recognise how their actions could have a life-changing impact on colleagues. Our client also wanted to educate staff, empowering them to take the appropriate steps before, during and after an accident to ensure the best possible outcome.

Solution

To drive home the human impact of work site accidents, we created an employee engagement brochure design that focuses on real people.

The hero image on the front cover immediately draws the reader’s eye from the wider image to focus on a single individual, nodding at the “people first” message – a visual strategy used throughout the brochure.

Part employee handbook, part resource guide, the brochure outlines company safety procedures, while also offering helpful information about how to approach difficult discussions, and the wide range of personality types every individual can come across every day.

To guarantee teams across the globe felt a strong connection, we sourced local photographers and organised photo shoots at AstraZeneca work sites in Sweden, China, UK and USA.

Combining educational content with photos of real employees helped emphasise the importance of every individual, inspiring employees to embrace the initiative.

The compact and convenient 210mm sq format differentiated the employee engagement brochure from other internal communications materials.

Clever design elements and visual cues – names on hard hats, family photos, even a ‘Greatest Dad’ mug on a desk – help create a human connection, encouraging staff to take a personal interest in their colleagues’ safety.

A plastic cover, spiral binding and coated paper stock increase the manual’s lifespan, making it a sturdy and effective resource for construction sites.

The use of infographics and icons helped make company policies and best practices easy to understand.

We designed a variety of internal communication materials to support our client’s safety message, including a booklet, web pages, email, PowerPoint presentation templates and digital assets for the company’s plasma screen network.

“The employee engagement brochure was extremely well received by everyone, helping to support a more collaborative work environment and reducing accidents by inspiring staff to look out for one another.”