Leadership Lab" prevention campaign
A commitment to safety and health pays off for microenterprises. That is the promise of the national prevention campaign "Leadership Lab".
Just six months after its launch, the "Leadership Lab" campaign has already met with a positive response from the target group. The "Leadership Lab" is aimed at managers of micro-enterprises in the service sector with two to nine employees. This is the first time that this target group has been specifically addressed with a campaign, because studies in these companies have shown that the topic is not sufficiently present there.
The main reason: These issues are a matter for the boss in microenterprises. The burden on managers is particularly high, however, because they are often HR department, marketing managers, sales managers, quality assurance and more in personnel union - and this in addition to the demanding day-to-day business. And the available information on the topics of health and safety is usually not prepared appropriately for this target group.
The core objectives of the campaign are therefore to reach the target group by addressing them at eye level, to raise awareness of the relevance of the issues of safety and health, and to provide them with useful offers.
Online portal with self-test, concrete offers and a guidebook
The online portal Leadership Lab.ch offers a self-test, offers and experiences carefully validated by a group of experts, with which the awareness for health and safety is sensitized. The content of the portal, which covers the very heterogeneous group of about 120,000 microenterprises
in the service sector in Switzerland were developed using the user-centered design method.
Broad-based digital campaign
The campaign was digitally broad-based throughout Switzerland: Clips on YouTube, ads on LinkedIn, Facebook and Instagram, online banners and comprehensive Google Ads campaigns were placed.
The figures from the first half of the year are encouraging, and the quantitative targets for the whole year have already been exceeded. The interest in dealing with the topics and also implementing them is great. Around 25,000 portal visits and hundreds of self-tests carried out have already been recorded. But once is not enough - that's why the Leadership Lab encourages repeated use. With periodic newsletters, users are regularly provided with relevant topics and new offers, and one year after completing the self-test, they are invited to repeat it and check how the company has improved in terms of occupational safety and health.
Take the self-test for your company
How is your company doing in terms of occupational safety and health protection? Take the self-test and find out - useful offers for your everyday life await you.
The campaign was designed and implemented by Kommpakt AG Kommunikation in cooperation with the user experience agency Zeix.
Main responsibility with the sponsorship: Peter Schwander (EKAS). Responsible at Kommpakt AG Communication: Martin Perini (Project Manager), Jörg Krummenacher (Creative Director). Responsible at Zeix AG: Andrea Rosenbusch (Deputy Project Manager, UX Architect), Gregor Urech (User Experience Architect).
> leadershiplab.ch
> Laboratoire-de-leadership.ch
> Laboratorio-di-leadership.ch
> Leadership-lab.ch
