MAKING SAFETY LEADERSHIP HABITS SECOND NATURE
Micro-modules were created as part of the multi-channel program.
The background
An Australian energy company partnered with Everyday Massive to design a Safety Leadership Habits campaign aimed at embedding safety into daily decision-making. The goal: make safety leadership instinctive, not just a guideline, across teams working in high-risk, complex environments.
The CHALLENGE
Strong safety leadership is critical in high-risk operations. While the company had introduced leadership habits, the challenge was making safety leadership second nature.
Teams were spread across multiple locations, experienced in spotting physical hazards, but less practised at applying leadership habits to problem-solving, risk management, and simplifying work processes. The aim was to ensure safety behaviours became part of daily operations, not just a formal expectation.
OUR approach
Everyday Massive developed a three-phase campaign combining learning, engagement, and reinforcement, leveraging behavioural science principles that show lasting habits form through repeated practice, feedback, and reinforcement.
Phase 01 – Awareness & Engagement: Introduced Safety Leadership Habits to frontline leaders via videos, posters, and podcasts.
Phase 02 – Habit Formation: Interactive learning, scenario-based decision-making, and leadership conversations with leaders and workers.
Phase 03 – Reinforcement & Habituation: Gamified learning, digital touchpoints, quarterly embedding campaigns, team leader guides, and habit-focused activities.
The campaign blended storytelling, habit-forming frameworks, and multi-channel engagement, making safety leadership a practical, everyday part of work.
The impact
The first two phases successfully transitioned Safety Leadership Habits from concept to action across the workforce:
⟶ Increased participation in learning experiences and habit-focused activities.
⟶ Positive sentiment and feedback on podcasts and digital content, described as engaging and relevant.
⟶ Observable use of Safety Leadership Habits in planning discussions and everyday decisions.
⟶ The upcoming third phase will embed these habits more deeply, empowering teams to make safer, smarter choices while strengthening the overall safety culture.
For this energy company, safety leadership is now built into the flow of work — instinctive, actionable, and lasting.
