Case Study: CHEVRON
Enhancing Safety Culture and Employee Retention at Chevron
The Challenge
Chevron faced a multifaceted challenge on their worksites. Their safety record was suffering from a range of small, yet persistent hazards. The environment was further complicated by ongoing construction for expansion and the influx of new contract-based workers unfamiliar with Chevron’s established safety procedures and guidelines.
Moreover, employee retention was a critical concern. Despite significant investments in training, workers often left for competitors offering slightly higher salaries. Our assessment indicated that these issues stemmed from a lack of connection between the workers and the company—a disconnect that diminished both safety adherence and loyalty.
The Solution:
To tackle these challenges, we proposed an innovative approach: a short, authentic safety video that would serve as both a training tool and an engagement booster. Rather than relying on traditional safety instructions, we decided to turn the workers into the protagonists of their own story. By showcasing real employees in everyday work scenarios, the video aimed to create an emotional connection with the company and instill a deeper commitment to safety practices. The strategy was simple yet powerful—when workers see themselves on screen, they become active participants in building a safer work environment.
Process
Sept 2016 - Oct 2016
Nov 2016
Dec 2016 - Jan 2017
Pre-Production: We began by engaging with Chevron’s safety teams and frontline workers to pinpoint the critical hazards and identify the gaps in safety knowledge. This phase also involved mapping out the narrative to ensure it resonated with the workforce’s daily experiences.
Production: Over the course of three intensive days, we filmed on-site with the actual workers as the leads. The crew captured authentic moments that illustrated both the risks and the correct safety procedures amid the backdrop of ongoing expansion work.
Post-Production & Implementation: The final video was edited to be concise and impactful, approximately three minutes in length. To ensure continuous reinforcement of the message, a large screen was installed at the worksite. The video was scheduled to be played once every day, creating a regular touchpoint for safety reinforcement.
Deliverables
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A 10-minute safety video featuring real Chevron workers in authentic on-site scenarios.
Aspect ratio: 16:9
Installation of a large screen at the worksites for daily playback, ensuring the safety message is consistently visible and top-of-mind.
THE IMPACT
The impact of the video was transformative:
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Enhanced Safety: The visual storytelling effectively communicated critical safety procedures and raised awareness about potential hazards, leading to measurable improvements in workplace safety.
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Increased Employee Engagement: Seeing themselves as the heroes of their own safety narrative, workers developed a stronger emotional connection with Chevron.
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Improved Retention: With a renewed sense of belonging and pride, employee retention improved, reducing the recurring costs of training new hires and minimizing turnover-related disruptions.
CHEVRON | Safety Video
English Subtitles
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