Awakening a safety culture
DHL Supply Chain
When it came to work-related injuries and absences, DHL Supply Chain identified that some of their operations were leading, and others were lagging. With a global presence, including frontline and hard-to-reach workers, a wide range of information, and varying role-dependent safety requirements, a comprehensive approach was essential. The “Our Safety is in Our Hands” campaign has addressed this challenge head-on, ensuring that frontline employees were engaged with the campaign’s life-saving messaging. Our strategy aimed for simplicity, cultural relevance, and clarity.
We embraced a two-stage approach. Initially introduced on World Safety Day, the concept of shared safety responsibility took centre stage. Educational resources like pocket guides, succinct explainer videos, warehouse posters, and assets for a widely used employee app were deployed to deliver the message consistently to the entire workforce.
The second stage involved a year-long program, diving into diverse Health, Safety, and Environment topics each month. Our approach ensured consistent reminders of best practices without overwhelming the workforce.
The communications remained respectful, acknowledging employees’ existing commitment to Health, Safety, and Environment practices.
An inclusive and culturally sensitive illustrated approach was chosen to resonate with local cultures. The campaign’s success is exemplified by the recognition of hands as the global safety symbol for DHL Supply Chain, uniting employees under a common commitment to safety.
Making a meaningful difference
The outcome has been transformative. DHL Supply Chain experienced a profound cultural shift in Health & Safety practices. Safety has transitioned from a managerial concern to a universal priority for all employees. Armed with improved knowledge, frontline employees are now empowered to uphold their personal safety and actively support colleagues in adhering to best practices, ensuring everyone goes home safely at the end of the day.
