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“CERAMIC IS A SAFE CHOICE” CAMPAIGN


SCOOPS TWO AWARDS The digital communication campaign promoting the values of ceramics, entitled “But Ceramic... is a safe choice”, has won Silver in two categories in an Italian awards programme.


“L’Italia che Comunica” (“Italy that communicates”) is an award promoted by the Italian communication agency association UNA to recognise the creativity, strategy and results of campaigns developed by Italian agencies.


UNA (Aziende della Comunicazione Unite) currently has 190 member companies operating throughout Italy, including creative, digital and public relations agencies, media centres and consultants specialising in events and retail.


EXPERT URGES CONSTRUCTION SECTOR TO OPEN MENTAL HEALTH


CONVERSATION Esh Construction is backing the industry-wide efforts to open up the dialogue on mental health, as workers continue to combat the mental strain of the COVID-19 pandemic.


Speaking about mental health anxieties is the best way to alleviate your own concerns, according to the firm’s Director of Health and Safety Quality and Environment, William Stobbs.


The male-centric construction sector has long been criticised for not doing enough to support its workers. And with Office for National Statistics reporting that at least one construction worker a day takes their own life in the UK, speaking as the UK marked Time to Talk Day 2021, William believes more needs to be done to get the conversation going.


William, who has been with Esh Construction for 17 years and has seen a number of changes brought in to support staff, said: “There is more focus throughout the group and wider sector on supporting wellbeing. We want to get the message out to the wider community, to our employees


twitter.com/TomorrowsTS


and our subcontractors not to suffer in silence.


“It’s only really in the last few years that the conversation on mental health has come to the fore. We’re all aware of it these days and, in the current climate, it’s on every news bulletin, which shows great progress.”


Esh Construction has a team of 37 mental health first aiders who are trained by MHFA England. The firm, which has over 700 employees, provides regular updates to staff about managing their mental health and openly promotes conversation among its workforce. Site toolbox talks encourage workers to down


“But ceramic... is a safe choice”, the third phase of the communication campaign entitled “The Values of Ceramic”, won Silver in the “Italia che Comunica con il Digitale” (“Italy that communicates digitally”) category, behind Fastweb and San Pellegrino, thanks to its international communication approach based on the use of social networks. It also won Silver in the new section entitled “Italia che Comunica per la Prima Volta” (“Italy that communicates for the first time”) behind Eni. The recognition reflects the fact that this is the first time that ceramic products have been promoted both for their intrinsic values and in relation to other materials, as well as being the first time that a campaign has made exclusive use of a digital medium.


“But ceramic... is a safe choice”, the third phase of the communication campaign launched in 2019 to promote


William Stobbs


awareness of the advantages of ceramic materials, consists of seven short videos translated into five languages. The total results in all markets recorded on ceramica.info’s own channels alone are: 545 million impressions, 12.5 million views and 840,000 clicks on the www.ceramica. info landing page.


https://www.ceramica.info/en/


The campaign, promoted by Confindustria Ceramica and produced by Exprimo for Edi. Cer. S.p.A., was initially launched in Italy and then extended to the Spanish, German, English and French markets. Its aim is to communicate the advantages of ceramic tiles to designers, retailers and end consumers who are about to purchase floor and wall tiles. It is the result of a major international partnership to promote the values of ceramic materials, particularly sustainability and health.


tools, learn about the support available and tactics on how they could manage any mental health difficulties they may experience now or in the future.


While the team of mental health first aiders have been unable to hold face- to-face meetings with staff through the COVID-19 pandemic, they continue to reach out to team members who are showing signs of mental fatigue.


The industry is now putting measures in place to reduce this statistic and get workers talking. The Construction Industry Helpline app and the CALMS helpline are actively encouraged by Esh Construction, while EmployeeCare provides access to confidential counselling and work life services.


William said: “We’re encouraging people to have those conversations, even if it’s just a couple of minutes to maybe ring someone up and ask how they are doing. If you observe someone at work that doesn’t seem to be their normal self, take them away from other people and just have a chat with them. It might be something that’s nothing major or serious but, at the end of the day, we must show compassion.”


www.eshgroup.co.uk — 09 —


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