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Highway Traffic Management has been crowned winner of Best Contractor Marketing Campaign at the 2023 Construction Marketing Awards (CMAs), the most prestigious awards in built environment marketing.

This year the Construction Marketing Awards, endorsed by the Chartered Institute of Marketing Construction Industry Group and Construction Products Association, saw a record-breaking number of entries which were of a very high standard. HTM stood out among tough competition, earning recognition for its Talk More campaign, launched in January 2023.

The campaign built upon the original Talk More campaign which was launched into the traffic management industry in 2017-2018, after HTM’s Managing Director, Greg Baldwin, and Business Director, Marcus Casey, attended mental health first aid training in 2017, who realised the extent of mental health issues in the workplace and how this could be impacting their own workforce. This led to the creation of a short film highlighting the issue of mental health and wellbeing within the sector which went on to win industry acclaim at the Highways Awards in 2020.

Over the last four years, HTM have completed Mind’s Workplace Wellbeing Index, initially scoring Bronze ‘Achieving Change’, and retaining the Silver ‘Achieving Impact’ award for the past 3 years. For 2023, the report found that 57% of employees at HTM have experienced poor mental health in their lives, demonstrating how the topic is still an important focus for our business and that mental health is something that requires continued efforts to ensure people are suitably supported.

For 2023, HTM decided to relaunch the campaign in order to keep the Talk More conversation going and refocus the industry on an issue that still heavily impacts those working within the sector. With no allocated budget for the campaign, HTM created a video which included a poem spoken by a number of HTM employees across varied levels within the business, as well as working with supply chain, such as industry training providers UTS, Consillium Design & Technical Services, and temporary labour suppliers, highlighting the importance of talking about mental health, and how by talking and spotting the signs of someone struggling, lies the potential to save lives.

The social media campaign was shared across internal and external channels, to raise awareness around the topic of mental health and wellbeing within the traffic management industry and to encourage people to talk more about their mental health and to avoid struggling in silence. The campaign was aimed at all those working within the sector, from traffic management operatives to supervisors, contracts teams and directors, highlighting the importance of talking about mental health, and how by talking and spotting the signs of someone struggling, has the potential to save lives. The involvement of people across different businesses and different job roles helped ensure the video hit home with as many different occupations within the industry.

Thanks to the campaign and the company’s approach to mental health and wellbeing, with a targeted objective of 10% of their workforce being trained mental health first aiders, the business has seen improved staff retention through the open culture and approach to mental health and wellbeing, as we are able to offer support earlier on in the process rather than waiting for things to potentially reach a ‘worst case scenario’, working together with our employees to find solutions that work.

Since the launch of the campaign, there have been 14 instances where employees have approached the businesses to take wellbeing days, in order to take the appropriate time required to focus on their mental wellbeing, in both their personal and working life. This means that long term, they are able to spend less time out of work and are able to return to their normal duties more efficiently, without additional stress surrounding job security and in a better frame of mind.

Greg Baldwin, Managing Director of Highway Traffic Management, shared his thoughts: “We are thrilled to be recognized with the Best Contractor Marketing Campaign award. This achievement is a testament to the hard work and dedication of our entire team, led by our Marketing & Communications Manager. We have always strived for excellence in every aspect of our business, and this award validates our commitment to delivering innovative and impactful marketing campaigns surrounding important, industry topics.”

Flora Donnelly, Marketing & Communications Manager, added: “It was great to see how well this campaign resonated with our audience, so to win Best Contractor Marketing Campaign reflects the collaborative efforts of the team who helped make it happen. It shows you don’t have to have the biggest budget to create impactful campaigns and is a good incentive to continue applying our innovative approach to marketing moving forward.”

For more information about the Construction Marketing Awards and to view the full list of winners, please visit cmawards.co.uk.

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