Approach

In 2022, safety took center stage at Intergamma—the parent company of GAMMA and Karwei. New policies, handbooks, and e-learnings laid the groundwork. But on the shop floor, something was missing: real engagement. The challenge was to bring safety back to the top of employees’ minds—without pointing fingers

Intergamma needed a campaign that didn’t just inform, but activated—through familiarity, positivity, and a clear message.

Solution

We created The Safe 10 (De veilige 10): ten building blocks for working safely, wrapped in a relatable identity with a touch of humor. A campaign shield logo with a bold one-liner served as the visual anchor. Cartoons illustrated real-life workplace situations—clear, light, and instantly recognizable. The campaign launched during a quarterly meeting for store managers, with roll-up banners and a fold-out leaflet. Then came the in-store rollout: posters, rotating weekly tips, and a lunch-break card game helped keep safety top-of-mind.

A campaign that made safety accessible and relevant again—not by lecturing, but by connecting.