A new breed of digital solution launches in Australia FTS Group is one of the largest privately-owned IT services companies in Australia.
In April 2020, they launched Safety Evolved – Australia’s first dedicated Workplace Health and Safety (WHS) system integrator.
Safety Evolved was established with the mandate to transform traditional safety cultures and improve safe work outcomes through turnkey Software-asa-Service (SaaS) solutions. With the onset of the COVID-19 global pandemic, it could not have come at a better time.
Director and WHS expert Alastair Brooke said, “Digital technologies are fundamentally changing the nature of work. Effectively we have created a digital ecosystem solely focused of shifting the needle on a $61.8b problem for all Australians. Because what’s needed is more than a step-change, it’s an evolution in safety thinking and doing.”
Taurus appointed as agency of choice
Taurus was selected on the strength of our exclusive integrated TaurusBullseye© methodology; our extensive network of technology influencers and strong media relationships; and our overall technology credentials, which span over 25 years delivering award winning campaigns.
Taurus was tasked to create a launch campaign for Safety Evolved in Australia, build brand awareness and communicate how it can transform the way Australian companies manage WHS.
Working within the developing COVID-19 situation in the midst of the launch, Taurus’ strategy was to develop an emotive issues-based campaign to generate brand awareness of Safety Evolved.
Our aim was to highlight how the Safety industry is ripe for digital disruption and transformation and position Safety Evolved as an enabler and true champion of Australian organisations, helping them re-imagine traditional and manual safety practices.
Taurus devised a theme around digitally transforming and re-imagining safety practices and management in the workplace. We created a strong value proposition to engage prospective customers, media and key influencers.
Nationwide impact with TaurusPR© and TaurusProfile™
Taurus defined the story, set key messages, and established the brand as Australia’s first WHS integrator, digitally transforming safe work practices.
With TaurusPR© Safety Evolved was positioned as the go to experts in WHS and under the trademarked TaurusProfile™ offering, we established the personal brand of Founder/Director, Alastair Brooke via oneon-one interviews, expert commentary and thought leadership.
After initial launch, we pivoted strategy in line with the COVID-19 pandemic and pain points of workplace health and safety in the current climate. We positioned Safety Evolved as the cross-industry platform that digitally disrupts and addresses legacy systems, compliance and health and safety in the workplace.
Most businesses have WHS systems in place that have been pretty stable for the past 20 years and they are largely manual, paper based or run off of a bunch of spreadsheets, siloed and not very proactive. Businesses need to change their WHS practices to be faster, better, cheaper and safer.
Alastair Brooke, CEO/Founder Safety Evolved
Taurus exceeds coverage KPIs and reaches a national audience of over 15 million
Over a three month campaign period, Taurus secured 15 pieces of media coverage reaching an audience over 15.8 million across mainline, tier one online, business, HR, aged care and healthcare media. This included: Yahoo Finance!, HR Technologist, SmartCompany, Australian Ageing Agenda, Australian Hospital + Healthcare Bulletin, Kochie’s Business Builders and more! The quality of the coverage and widespread exposure included 100% key message penetration, organically boosted company SEO and where editorial privilege allowed, coverage included links back to Safety Evolved’s website and Alastair’s personal LinkedIn profile.
COVID-19 has resulted in the need for rapid change and strengthening of hygiene and safety practices. As we progress past this initial response, it’s clear further change will be required as regulations continue to adapt to the new normal. Successful organisations will be those who can successfully change faster and become safer than before. This will only be possible by leveraging digital tools and techniques to re-imagine traditional WHS practices to become more automated, connected, proactive and collaborative.
Alastair Brooke, CEO/Founder Safety Evolved