The campaign adopted an integrated approach to engagement, featuring posters, digital displays, and an interactive microsite as a central resource hub. A flagship video showcased realistic safety scenarios, complemented by shorter thematic clips addressing specific safety issues. These elements were strategically distributed during a three-week pilot rollout, successfully engaging over 900 employees across 26 postsecondary institutions. The campaign’s data-driven design ensured precise targeting, with direct traffic contributing to 65% of microsite visits and organic traffic achieving an impressive 9.8 actions per user: indicating significant interest and involvement.
