Based on research among 5,000 amateur clubs in the Netherlands, the profile of the target group was determined. This information was also used to develop the brand and communication that appeals to the target audience. The entire campaign was rolled out digitally over the internet.
In the end working safely is all about influencing behaviour.
IMAGE-IN devised and created the character of a pirate, a person that is characterised as risk seeking and rugged.
The pirate acts as a stooge to bring the different safety subjects to attention.
The literal split image of the pirate/worker offers the employee a mirror.
And he or she is given the choice: do I want to be a pirate or a HFG employee to the bone?