Skip to content

Q: Last Thursday I received a phone call from a good client, safety manager David Donkin of Pilkington, now NSG (Nippon Sheet Glass), asking if I was available on Thursday to come to a glass industry conference.

Having a heavy diary I hesitated. But David was unusually pushy, so I said yes.

The conference day duly arrived and, to my surprise, our company name was called out in the middle of a prize-giving ceremony.

We had just won the Glass Charter Innovative Supplier Award 2008!

Surprise aside, what had we done to deserve this prestigious safety award from the glass industry?

Read on and find out what it how we won an award for innovative safety training video

Kevin Rossiter
Video Producer

A: Innovative safety training videos don’t grow on trees. So what exactly was it that we did to win?


Over the last few years we’ve made a number of health and safety videos for Pilkington that focussed on two key elements:

> The Problem: Accidents and High Potential Severity Events (serious near misses)

> The Solution: Key Safe Behaviours, the Pilkington safe behaviour programme.

The aim of each of the safety videos was to highlight an accident, then follow up by showing the Key Safe Behaviour (KSB) that would have prevented it.

The most significant KSB has been Keep out of Danger Zones.

In other words, if you keep out of the way of moving vehicles and moving machinery, you can never be hurt by them.

But if you go near a moving vehicle or machine, enter the danger zone, then you can be injured or killed.

It’s a simple safety message, but individuals still find reasons to enter the danger zones around vehicles and machines.

There have been fatalities and serious injuries because of this, not to mention serious near misses where operatives were nearly killed.

The other key point about KSBs is that they work all over the world, in any of the many Pilkington / NSG glass plants.

Deaths or serious injuries occur equally in Japan, the USA and Australia as well as UK, and for much the same behavioural causes.

The Health & Safety Video Challenge

The challenge was to take accidents and incidents and package them into a safety video story that was compelling enough to motivate operatives and managers to adopt the key safe behaviour message.

And by adopt the key safe behaviour message, we meant 100% compliance, not 75% compliance, where:

> individuals take short cuts when production stress “dictates”

> contractors see that the work culture quietly condones less than 100% compliance

> leadership and peer group safety compliance is “situation-dependent”

Less than 100% compliance means:

> people still get hurt, and sometimes seriously or fatally.

> new starters and contractors fail to adopt the key safe behaviour message

How could we make behavioural safety training videos that encouraged 100% compliance?

Health and safety video production ideas

The Health and Safety Video Solution

What we did to combat less than 100% behavioural compliance was to produce a series of safety training videos that used:

> A number of real accidents as the basis for the stories.

> A newsdesk style of production to deliver the “accident news”, broadly in the style of the BBC television news, complete with Pilkington’s Safety Director, Allen Norris, as news anchorman

> 3D animation to show accidents and incidents, allowing them to be looked at objectively in detail, while avoiding insensitive or otherwise gory dramatisation.

> Slow motion scenes showing manikins (dummies in hard hat, PPE and workwear) being hit by moving vehicles and big packs of broken glass, so staff could realistically appreciate the unexpected severity of an impact

> Interviews with on location reporters (actors), operatives, managers and directors from manufacturing plants across the world, discussing the accidents in relation to their own grieving feelings, and key safe behaviour compliance.

> Graphics to highlight the key safe behaviour, eg, red circled danger zones around moving fork lift trucks and machines, so everyone could easily understand the KSB.

> Video footage of safe behaviours in action, further aiding understanding

This combined newsdesk approach had a massive impact.

It was credible, memorable and repeatable worldwide.

The production style was developed to facilitate easy translation of the safety videos into 19 different languages, suitable for world wide viewing, either as interactive DVD or intranet video stream.

At the time we were just trying to make impactful safety videos that would make a difference.

But having a client with ideas who pushed for more and better, and our own willingness to go one better each time, we produced a series of innovative safety training videos that eventually won us this prestigious safety award.

© Studio Rossiter 2008

Leave a Comment