BHP Billiton

Safety in the workplace always makes for an interesting behavioural marketing challenge, particularly when you consider the safety paradox – the safer you make a workplace the harder it is too keep safety top of mind. But subtle adjustments can make a big difference. In the case of BMA it was a case of taking an infinite and unlikely goal of Zero Harm and making it more immediate, relevant and achievable by adding one word, Zero Harm Today.