Rallying a workforce to reshape an industry.
Mental health and physical safety are industry wide issues on construction job sites. Suicide rates are high and people can die. Hoffman believed in a better way to build — one where every life is safe, every worker is healthy. By tackling age-old stereotypes and stigmas with new tools, new plans, and new action, they could build something great for their next 100 years.
GUTS — Get Us There Safe — breathed new life into “safety,” giving it real-world soul and swagger for workers. Anthemic storytelling moved people to think differently about safety, turning it into a point of pride. We created a literal badge they could wear and sport on their hard hats, coolers, and Carhartts. Breaking through HR and conventional ops, connecting with grit and straightforward honesty.
Hoffman expanded the GUTS campaign to include a focus on mental health. “Tough enough to talk,” got workers talking, created awareness, and normalized mental health issues like depression, anxiety, and substance abuse and addiction. It made actionable support and resources for people in need (and those near them) readily available.
Build Forward: 100 Year Anniversary
Hoffman used their 100 year anniversary as a rallying point vs. a retrospective. The powerful “Build Forward” theme took center stage in materials and communications, inspiring a common vision and unified “Can Do” culture of undaunted courage. The future was theirs to build how they want it to be.