Challenge
As the agency of record for the Workers’ Compensation Board of BC, Contemporary Communications was called upon to develop a communications strategy to re-brand the organization as WorkSafeBC to better reflect the organization’s new strategic direction and its goal of changing society’s attitudes about workplace accidents and injuries.
This project required timely and customized communications for several different audiences including workers and employers, WorkSafeBC’s 2,500 staff and unionized employees, the provincial government, media and the broader public.
Solution
Contemporary Communications developed the overall strategy and guidelines for the introduction of the organization’s new name, logo and corporate identity, with the objective of building support for the organization’s new direction. This included government, media, customer and employee relations materials, as well as ongoing counsel and advice.
Focusing on the evolution of the brand, we worked closely with an internal task force to address concerns and issues, as well as to identify opportunities to bring the message of health and safety to a broader audience through the new brand.
Results
The transition to WorkSafeBC was cost-effective and seamless. The new face of WorkSafeBC is now reflected in all the organization’s corporate materials, media across the province consistently use the organization’s new name and WorkSafeBC employees are proud to sport company merchandise featuring the new brand.
