Norbord relaunches AZT

Published:  01 May, 2014

After the success of the ‘Accidents – Zero Tolerance (AZT)’ safety campaign at the three UK Norbord plants in 2007, a "rebranding" exercise has been completed so that employees are reminded of the message.

The campaign was developed by teams from safety, marketing and IT, together with an external design company, with the aim of refreshing the look of AZT and engaging employees more directly in the safety messages.

Marketing manager Linda Hovord explained: "We felt that the old AZT branding was losing its impact as a visual reminder to promote safety – a new look was needed. When we decided to refresh the campaign, we also wanted to design in elements that would actively engage colleagues to ensure safety concerns are always front of mind."

In addition, to encourage a bit of friendly team competition, the campaign includes a reward section. Employees can earn points for both themselves and their teams by completing various safety-related actions, such as being involved in safety inspections or completing near-miss reports. These points, when they reach six, 18 or 30, can be redeemed for a wide selection of safety or leisure items.

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