Associated British Ports

Our role

Cavendish partnered with ABP to develop and deliver the “Beyond Zero” campaign – a major internal engagement programme focused on strengthening safety culture across the business. 

Grounded in workforce research and behavioural insight, the campaign was designed to encourage employees and contractors to think more actively about their surroundings, decisions and responsibilities within high-risk environments. 

The programme combined immersive storytelling, large-scale visual communications and experiential engagement to create emotional impact and reinforce the real-world consequences of workplace incidents for individuals, families and colleagues. 

Alongside workforce engagement, the campaign also extended into schools and local communities to broaden awareness around health and safety and reinforce ABP’s wider commitment to safe operations. 

The challenge

Operating across 21 UK ports with thousands of employees and contractors, Associated British Ports faced the challenge of strengthening consistency around health and safety behaviours across a large, complex and high-risk operational environment. 

For the organisation, improving safety outcomes depended not simply on procedures and compliance, but on embedding a stronger culture of personal responsibility, awareness and accountability across the workforce. 

The business needed to create a long-term behavioural shift capable of reducing operational risk, strengthening workforce engagement and reinforcing safety as a core part of day-to-day decision making across the organisation.

 

^Our thinking.

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