Objective: To increase industrial safety awareness and to improve overall safety performance.

Strategy & Execution: With the creation of the “Road 2 Zero” campaign, Ciba Specialty Chemical challenged its plant managers to reach one-million man hours worked with zero hours lost time due to on-the-job injury. The “Road 2 Zero” brand was posted throughout the plant on kiosks and billboards and with special banners and flags. At a kick-off fish-fry, each employee received a “Road 2 Zero” baseball cap with a tire-tread bill. A safety task force comprised of the different department managers held a series of safety seminars with each task force member wearing a bright red, “Road 2 Zero” T-shirt. Employees attending the seminars were rewarded with a variety of promotional items that increased in value depending on the type of seminar and the number of seminars attended. Carabineer flashlights, soft-sided lunch coolers and multi-function tools led to high attendance numbers. In addition, safety task force leaders were awarded premium items such as laser-engraved fleece jackets based on the attendance of employees from their product line. When the plant announced, on the one-year anniversary of the program and the achievement of the “zero” goal, every employee received a 13-quart Rubbermaid Cooler presented at a celebratory steak dinner.

Results: Not only did the plant achieve its primary “zero lost hours” goal, Ciba has enjoyed residual decreased injuries due to heightened safety awareness. On-site accidents have dropped 59 percent since the launch of the program.

What: Full branded merchandise set
Who: Ciba Specialty Chemicals