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A new take on the safety campaign for BASF Coatings.

Although BASF invests heavily in prevention, accidents still occur at its facilities around the world.
Our task was to reduce the number of injuries, both short-term and long-term, through an eye-catching, engaging campaign set to run over three years, with new content being developed on a regular basis.
BASF Coatings
Strategy
Campaign
Print
Illustration of an office worker with flaming head sitting at a cluttered desk tangled in cables, in front of a computer

The teaser.

We created short comics, produced as posters and posts for BASF’s internal employee social media app.

Initially, the ending of each comic is left out. Employees are then invited to vote via the app on what they think will happen next.
Illustrated Instagram posts showing a relaxed man with coffee approaching an overwhelmed colleague tangled in cables at a messy desk

The result.

After a couple of weeks, once the votes have been collected, the conclusion of the story is revealed.
Safety poster outside a building showing a workplace accident scenario with the headline “What happens next? You decide.” and a BASF logo

The follow-up content.

The comic is then followed by real-world, factual employee-generated content, including stories and case studies.
Hand holding a smartphone showing a BASF Social Media post with a man in workwear and the quote “Your actions decide what happens next.”Person holding a smartphone displaying a BASF Instagram post titled “Hazards and how to avoid them” with a safety checklist visual

The story continues.

Every three months, a new story is released, each focusing on a different health and safety theme, followed by supporting factual content.
Illustrated Social Media posts showing BASF workers handling a box, choosing tools from a wall, and humorously using a lightsaber instead of a proper tool
Outdoor BASF safety sign showing illustrated workers choosing tools, with the headline “What happens next?” and a reminder to follow proper proceduresPerson holding a smartphone displaying a BASF Social Media post with an illustration of a finger that has been cut off
Illustrated Social Media posts showing a woman shovelling snow, preparing to ride her bike, and cycling past a snowman on a winter day
BASF safety poster on a wall showing winter scenes with a woman shovelling snow and preparing to cycle, under the headline “What happens next?”Hand holding a smartphone displaying a BASF Social Media post with an illustration of a woman slipping into a snowman
Illustrated Social Media posts showing scientists in a lab reacting to a fly contaminating a beaker, highlighting potential lab safety and hygiene risks
Person reading a BASF safety publication showing illustrated lab scenes with the headline “What happens next?”, highlighting a fly contamination riskPerson holding a smartphone displaying a BASF Social Media post with an exaggerated illustration of a giant fly confronting a shocked lab technician

The global rollout.

Following a local trial in Germany, the campaign was rolled out globally and has since been translated into ten different languages.
Outdoor BASF safety poster in Spanish showing illustrated lab scenes with a fly contamination hazard and the message “¿Qué pasa después? Tú lo decides.” (“What happens next? You decide.”)
BASF safety poster in French on a worn wall, showing illustrated lab scenes with a fly contamination risk and the headline “Que va-t-il se passer ? À vous de décider.” (“What will happen? It’s up to you.”)

DHS – 20 years AWA

Next Work
Crumpled aluminium can with an image of a red car crashing, symbolising vehicle damage and impact, with beer spilling onto the surface