We are One. For all.

 
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Description:

The film we have prepared for this year’s Day of Reflection is a bit different from previous editions: it was made with excerpts from videos we received from our employees. We asked employees to send us their videos about health and safety and we received over 530 videos containing saliant, important messages. Our Day of Reflection film was a truly collective narrative constructed by the employees that shows we are already an engaged and cohesive community that cares for one another.

Target group:

We are one of the world’s largest mining company, working with passion to transform natural resources into prosperity and sustainable development. Iron ore and nickel continue to be our main businesses while we boost the production capacity of our copper and coking coal. Although our primary operations are in Brazil, we have operations in 23 countries. Vale has over 108,000 direct employees and contractors from around the world, 78% of them in Brazil. The theme of Health and Safety is widely disseminated to create a culture of Active Genuine care and places emphasis on the corporate value "Life matters most". Here are some main characteristics of Vale’s internal audience: • 88% are men • Over 70% are between 20 and 40 years old • 58% have worked at Vale for less than 5 years • Different cultures and languages: Portuguese, English, Spanish, French, Arabic, Bahasa Indonesia • Work on operational sites, some in remote areas • Most of them have limited access to a computer or to internet during working hours.

Subject matter:

Active genuine care is about turning individuals into a collective aspiration: Zero Harm. We need to have a sense of family and community within the company, where everybody cares about everybody and everybody takes care of everybody. We are part of an interconnected system where people suffer the consequences of the actions of others. What affects one, affects all. Then comes mutual care. I can depend on you, you can depend on me. Literally, we are together. The individual welfare of each one depends on the cooperation of everyone, the sense of being part of a team.

Background:

Vale had already been talking extensively about health and safety in recent years. So in this edition of the Day of Reflection, instead of continuing with an institutional dialogue - the company talking -, we chose to give a voice to employees. The messages about prevention and active genuine care that form the movie were taken from the videos received during the principle events of the year - the Internal Weeks of Health, the Environment and Accident Prevention. By empowering employees, the intention was to encourage them to be agents of change, letting them build their own engagement speeches. Thus, it was really a narrative built by all, with messages 'from you, to you.' A collective voice that reinforced the sense of belonging to a community.

Campaign:

Day of Reflection 2014

Description of campaign:

The Day of Reflection is always an emotionally charged event and it has been a milestone on Vale’s internal calendar, since 2011, as a global mobilization for life. It is an engagement strategy based on direct communication through leadership. A day in which everyone at Vale – around the world – stops to promote an open conversation about health and safety. On this day, all leaders gather teams for a one-hour conversation based on the direct support kit made available – a presentation and a movie. During the meeting, we pay tribute to our colleagues that have lost their lives on that year, reflect on their deaths, discuss the lessons learned from these sad events and reflect together on what we can do to enhance our culture of active genuine care and incident prevention at Vale.

Publisher:

Chapa Estúdio

Address:

Jardim Botânico
Rua Pacheco Leão 900
22460-030 Rio de Janeiro
Brazil

Telephone:

+552132810630

Fax:

    +552132810630

E-mail:

chapa@chapaestudio.com.br

URL:

http://www.chapaestudio.com.br/

Production:

Chapa Estúdio

Address:

Jardim Botânico
Rua Pacheco Leão 900
22460-030 Rio de Janeiro
Brazil

Telephone:

+552132810630

Fax:

    +552132810630

E-mail:

chapa@chapaestudio.com.br

URL:

http://www.chapaestudio.com.br/