Safety Reassessed: Ansell's Educational Campaign "No Leather" Convinces Mining Industry

Background and Challenge

On behalf of Ansell, the task was to correct widespread misconceptions in the mining industry's workplace safety sector. The challenge involved highlighting the underestimated dangers of using leather gloves while positioning the modern range of protective gloves made from synthetic materials. Particular attention was focused on the deceptive cost-benefit ratio of seemingly inexpensive leather gloves, which were widely used in the industry due to their low purchase price.

Approach and Realization

The communication strategy concentrated on making the hidden costs of leather gloves transparent. While these offer less protection, comfort, and dexterity than modern alternatives, they lead to increased injury risk, more workplace accidents, and declining productivity – resulting in significantly higher total costs long-term. These complex relationships were communicated through various e-mail blasts featuring an exceptional and playful design. The newsletters offered download options for four thematically different whitepapers as well as the opportunity to order complimentary sample kits.

Results

The distinctive artwork of the e-mailings achieved a high level of attention within the target audience. The response was remarkable: many newsletter recipients downloaded the provided whitepapers and ordered sample copies of the promoted gloves, indicating increased interest and successful awareness-raising regarding the issue.