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Highway Traffic Management have made the shortlist for the Best Contractor Marketing Campaign at the Construction Marketing Awards (CMA’s) 2023 for their Talk More campaign.

The Construction Marketing awards showcase the creativity, innovation and effectiveness in marketing from across the construction industry and are endorsed by the Chartered Institute of Marketing Construction Industry Group.

HTM entered the category for Best Contractor Marketing Campaign, open to campaigns of any size conducted by or on behalf of a construction contractor. With a record-breaking number of entries for the awards this year, the team have been one of three companies shortlisted within this category for the Talk More campaign launched in January 2023.

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, but to still be impactful to those outside of the industry that by spotting the signs of someone struggling, we can save lives.

With no allocated budget for the campaign, HTM developed the campaign in-house, with the poem penned by the company’s Marketing & Communications Manager, Flora Donnelly, to be spoken by a number of HTM employees across varied levels within the business, including Directors Greg Baldwin, Managing Director, Marcus Casey, Business Director and HSE Manager, Matt Higgs. The team also worked with supply chain on the campaign, including industry training providers Up to Speed Training & Assessments Ltd, Consilium 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 involvement of people across different businesses and different job roles, from Operatives to Supervisors, Managers and Directors, helped ensure the video hit home with as many different occupations within the industry.

The campaign ran for one week across social media channels, surpassing targets set out in the objectives, hitting over 23.1k impressions, over 9.8k views, 1.1k reactions and 116 reposts. This was supported by campaign email signatures, with mental health support along with the video shared on the Talk More website: www.talk-more.co.uk

An outtakes video was shared at the end of the week, sharing the bloopers and mistakes that were made in creating the initial campaign video during filming. This reinforced the whole idea of talking about when things aren’t going to plan and how that is all part of the conversation around mental health, managing how we react and respond when things go wrong. Through the use of humour, it was a light-hearted approach that reinforced the campaign’s message and gained further reach for the campaign.

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.

“This 360 campaign has made an impact across our internal and external channels and as industry leaders in mental health and wellbeing within the traffic management industry, it’s great to have this acknowledged within the marketing field and the wider construction industry,” said Marketing & Communications Manager, Flora Donnelly.

“Mental health and wellbeing is a continuous focus for us as a business. It’s great that we have departments like Health and Safety and Marketing that can collaborate and support each other to champion such an important message for a topic that impacts us all,” said HTM’s Managing Director, Greg Baldwin.

He continued, “To have had this campaign recognised making the shortlist for both the Highways Awards and now the Construction Marketing Awards is testament to the collaboration from these two departments.”

“We have worked hard to ensure that mental health and wellbeing is an intrinsic part of our culture to demonstrate how much of a priority it is for our business,” said HSE Manager, Matt Higgs.

“It’s something we strongly believe in and see the value it brings to our workforce. It’s great to see recognition for these efforts from a marketing perspective too.”

Winners will be announced at the Construction Marketing Awards Gala Dinner which will take place on Tuesday 5th December at Hilton London Bankside.

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