An appetite for blogging

The Design Business Association Design (DBA) Effectiveness Awards is one of the most prestigious international award events as it is judged on both creative merit and business success.

As the Chairman of the judges said, “The DBA’s Design Effectiveness Awards continue to be the only award, acknowledged internationally, that recognises the contribution design makes to business, government and society.”

To win, an entry has not only has to prove that it succeeded against its objectives, but that those objectives were harder to achieve than others in its category.  You also have to have a sustained relationship with a client who is willing to invest with you to put the case forward over a long period of time.

Our winning entry for the DBA Design Effectiveness Awards 2012 ‘Internal Communications’ category was for the University of Leeds Me+You campaign. The challenge was to raise awareness and acceptance of the importance of Health & Safety and create a culture of accountability across a diverse audience of 50,000 people, reducing the level of RIDDOR reported accidents on the University of Leeds campus.

Along with financial and environmental sustainability, Health, Safety and Wellbeing is one of the key pillars of the University’s overall sustainability strategy, and led by the Facilities Directorate.

Engagement of the University’s people through the Me+You campaign has been a fundamental part of the drive to embed a commitment to sustainability culturally, and has evolved to support new initiatives and solutions. Indeed, Health and Safety has played a pivotal role in connecting people to the University of Leeds’ sustainability agenda.

Gary Tideswell, Director of Wellbeing, Safety and Health at the University of Leeds commented:
"The creative, innovative and professional approach of Appetite has transformed perceptions of health and safety at our university. We are a large and incredibly diverse organisation of 7500 staff and over 50000 students - we needed something which would engage every single person and make them change they way they act - and Appetite delivered this for us.”

Early on behaviour change was identified as critical to meeting the challenge and to ensure that the profile of Health & Safety became accepted and fully integrated across the University of Leeds. The Me + You behaviour change programme stands out for its highly creative approach and the way it has fostered engagement and commitment from the University’s entire community.

We’re extremely proud of the ROI on this campaign with a 250% increase in employee’s Health and Safety engagement, 50% reduction in RIDDOR reportable accident rates and 373% ROI. Health and Safety has become a highlight of strategic achievement and impacted on wellbeing and sustainability thinking.

Not only has the University’s Health and Safety record improved substantially from well below the national average to one of best practice and the results have now become a source of pride, both for the University and all its people.

Congratulations to all at Appetite who worked on the University of Leeds Heath and Safety campaign and on the successful Design Business Association Design Effectiveness Awards 2012 ‘Internal Communications’ entry – with special thanks to Stuart, John and Jason.

You can view the winning entry and all the others winners here www.effectivedesign.org.uk/internal_comms/me_you.php