Welfare Is Gold Primary Function: ᱵᱮᱜᱟᱨ ᱨᱚᱠᱷᱟ ᱨᱮᱭᱟᱜ ᱠᱚᱸᱨᱚᱬ by Tekio Collective Intelligence Agency is a highly esteemed winner of the very prestigious 2021 A' Design Award ᱠᱟᱥᱟ ᱯᱩᱨᱚᱥᱠᱟᱨ in ᱥᱮᱵᱟ Competition Category.
ᱠᱟᱥᱟᱥᱮᱵᱟ· 2021
Welfare Is Gold Primary Function: ᱵᱮᱜᱟᱨ ᱨᱚᱠᱷᱟ ᱨᱮᱭᱟᱜ ᱠᱚᱸᱨᱚᱬ
by Tekio Collective Intelligence Agency
Client: Tekio
A' Design Award ᱠᱟᱥᱟ ᱯᱩᱨᱚᱥᱠᱟᱨ Winner in ᱥᱮᱵᱟ Category
Verified Award Winner
Verify Award Status for #123234The Design
About Welfare Is Gold Primary Function: ᱵᱮᱜᱟᱨ ᱨᱚᱠᱷᱟ ᱨᱮᱭᱟᱜ ᱠᱚᱸᱨᱚᱬ
Book Text: Welfare Is Gold ᱢᱮᱦᱚ ᱢᱮᱠᱥᱤᱠᱚ ᱨᱮᱭᱟᱜ ᱢᱤᱫ ᱢᱟᱨᱦᱟᱭ ᱠᱷᱚᱸᱴᱟ ᱠᱟᱹᱢᱤ ᱫᱚᱲ (mining group) ᱞᱟᱹᱜᱤᱫ ᱛᱮᱭᱟᱨ ᱠᱟᱱ ᱢᱤᱫ ᱵᱮᱜᱟᱨ ᱨᱚᱠᱷᱟ ᱨᱮᱭᱟᱜ ᱠᱚᱸᱨᱚᱬ ᱠᱟᱱᱟᱭ ᱾ ᱱᱚᱶᱟ ᱠᱚᱸᱨᱚᱬ ᱨᱮ ᱡᱚᱴᱚ ᱭᱩᱱᱤᱴ ᱨᱮ ᱢᱤᱫ ᱢᱤᱫ ᱠᱚ ᱠᱟᱞᱭᱟᱱ ᱠᱚᱢᱤᱥᱚᱱ (Welfare Commissions), ᱢᱤᱫ ᱴᱷᱮᱱ ᱫᱮᱠᱷᱟᱣ ᱠᱟᱱ ᱱᱤᱭᱚᱢ (attention protocol), ᱢᱤᱫ ᱜᱚᱲᱚ ᱠᱚᱨᱟᱣ ᱠᱟᱹᱢᱤ ᱠᱟᱴᱷᱤ ᱟᱨ ᱢᱤᱫ ᱣᱮᱵ ᱮᱯᱞᱤᱠᱮᱥᱚᱱ ᱢᱮᱭᱟᱫ ᱟᱠᱟᱱᱟ ᱡᱟᱦᱟᱸ ᱡᱚᱴᱚ ᱴᱷᱤᱠᱟᱫᱟᱨᱤ ᱠᱚᱢᱯᱟᱱᱤ ᱞᱟᱹᱜᱤᱫ ᱢᱤᱫ ᱢᱤᱫ ᱟᱠᱟᱱ ᱱᱤᱭᱚᱢ (personalized protocol) ᱛᱮᱭᱟᱨ ᱮᱫᱟᱭ ᱾ ᱪᱷᱟᱯᱟ ᱟᱨ ᱰᱤᱡᱤᱴᱟᱞ ᱡᱤᱱᱤᱥ ᱠᱚ ᱨᱮ ᱢᱮᱱᱟᱜ ᱠᱟᱱᱟ ᱤᱱᱯᱷᱚᱜᱨᱟᱯᱷᱤᱠᱥ, ᱯᱚᱥᱴᱚᱨ, ᱚᱠᱛᱚ ᱮᱱᱤᱢᱮᱴᱮᱰ ᱴᱷᱮᱸᱜᱟ ᱫᱟᱲᱮᱭᱟᱜ, ᱠᱟᱨᱴᱩᱱ ᱟᱨ ᱢᱤᱢ (memes) ᱾ ᱱᱤᱭᱚᱢ (protocol) ᱠᱚ ᱛᱮ ᱮᱴᱦᱚᱵ ᱠᱟᱹᱢᱤᱭᱟᱨ ᱠᱚ ᱥᱟᱶᱛᱮ ᱡᱩᱲᱟᱹᱣ ᱛᱮᱭᱟᱨ ᱮᱱᱟ ᱟᱨ ᱢᱟᱭᱱᱤᱝ ᱭᱩᱱᱤᱴ ᱠᱚ ᱛᱮ ᱵᱟᱲᱟᱭ ᱠᱟᱱᱟ ᱾ ᱱᱚᱶᱟ ᱠᱚᱸᱨᱚᱬ ᱨᱮᱭᱟᱜ ᱱᱤᱭᱚᱛ ᱠᱟᱱᱟ ᱡᱟᱦᱟᱸ ᱠᱟᱹᱢᱤ ᱡᱟᱭᱜᱟ ᱨᱮ ᱵᱮᱜᱟᱨ ᱵᱟᱝ ᱛᱟᱦᱮᱸᱱ ᱡᱦᱤᱣᱟᱹᱛ ᱨᱮᱭᱟᱜ ᱢᱟᱨᱮᱯᱦᱟᱲᱟᱛᱮ ᱚᱲᱟᱜ ᱛᱮᱭᱟᱨ ᱮᱫᱟᱭ ᱾
The Recognition
About the A' Design Award ᱠᱟᱥᱟ ᱯᱩᱨᱚᱥᱠᱟᱨ
Welfare Is Gold Primary Function: ᱵᱮᱜᱟᱨ ᱨᱚᱠᱷᱟ ᱨᱮᱭᱟᱜ ᱠᱚᱸᱨᱚᱬ ᱫᱚ A' Design Award ᱠᱟᱥᱟ ᱯᱩᱨᱚᱥᱠᱟᱨ ᱧᱟᱢ ᱟᱠᱟᱱᱟ, ᱱᱚᱶᱟ ᱫᱚ ᱱᱟᱣᱟ ᱵᱷᱟᱵᱱᱟ ᱛᱮ ᱵᱷᱟᱞᱟᱭ ᱰᱤᱡᱟᱭᱤᱱ ᱠᱚ ᱞᱟᱹᱜᱤᱫ ᱮᱢ ᱟᱠᱟᱱ ᱥᱚᱢᱟᱱ ᱠᱟᱱᱟ᱾ ᱱᱚᱶᱟ ᱠᱚ ᱫᱚ ᱰᱤᱡᱟᱭᱤᱱᱟᱨ ᱠᱚ ᱨᱮᱭᱟᱜ ᱵᱷᱟᱵᱱᱟ ᱟᱨ ᱵᱷᱟᱞᱟᱭ ᱠᱟᱢᱤ ᱡᱷᱟᱞᱠᱟᱣ ᱠᱚ᱾ Welfare Is Gold Primary Function: ᱵᱮᱜᱟᱨ ᱨᱚᱠᱷᱟ ᱨᱮᱭᱟᱜ ᱠᱚᱸᱨᱚᱬ ᱫᱚ ᱠᱚᱞᱟ, ᱣᱤᱜᱭᱟᱱ, ᱰᱤᱡᱟᱭᱤᱱ ᱟᱨ ᱴᱮᱠᱱᱚᱞᱚᱡᱤ ᱨᱮᱭᱟᱜ ᱥᱤᱢᱟ ᱵᱟᱲᱦᱟᱣ ᱟᱨ ᱫᱩᱱᱤᱭᱟ ᱵᱷᱟᱞᱟᱭ ᱞᱟᱹᱜᱤᱫ ᱜᱚᱲᱚ ᱮᱢ ᱠᱟᱱᱟ᱾
Behind the Design
Press Kit
Credits, team members and technical details provided by the designer.
- Unique Properties
- We developed a strategy to attend and prevent harassment in the workplace of one of the largest mining groups in Mexico. A major cultural transformation will impact directly up to 8000 National Union Employees and contractors and indirectly to the more than 19,000 employees. The Harassment Prevention Strategy considers the integration of Welfare Commissions, an Attention Protocol, an intensive Communication Program, and a web app to deliver personalized protocols.
- Dimensions & Packaging
- Several communications materials include a print version of the Protocol, infographics, animated short videos, posters, and memes. A personalized Protocol for each contractor is generated through the web app as a PDF. Variable dimensions.
- Tags
- Strategic design, culture transformation, mining, harassment, harassment protocol, cartoons
- Production Technology
- Printed and digital materials were produced. A web-app allowed a massive workshop to co-create a personalized protocol downloadable for each of the more than 55 contractor companies. Creative memes were another resource to convey meaningful messages that enhanced one on one distribution. These alternative channels helped promote the engagement of the community.
- Design Challenge
- We faced the challenge of changing the culture of a mining tradition of over 500 years old. The work involved managing the communication of multiple stakeholders. Work at the mine is characterized by stressful environments and high control of activities. The strategy compounds an attention mechanism regarding Welfare Commissions in each unit, a communications campaign, and an extensive protocol with a restorative justice approach.
- Research
- The definition of the situation includes an integrative perspective (on-site anthropological study, cabinet research, review of the state legislation, review of existing programs and communication), coupled with participatory sessions with local employees, as well as the validation with the legal apparatus of the organization.
The Harassment Prevention Protocol was co-designed and validated by the different mining units to serve more than 15,000 employees. - Inspiration
- To address a sensitive subject as harassment in a stressful environment a participatory process helped to understand the complexity and the local jargon. A supportive infrastructure had to be set before launching a communication campaign. Cartoons help portray everyday situations where a shadow represents the underlying danger of aggressive behaviors often normalized. Resources such as memes and an adaptation of popular songs were part of the communication strategy to deliver the main messages.
- Project Duration
- On August 17, 2020, the Fresnillo plc Harassment Prevention Protocol was launched and is currently ongoing to integrate directly up to 8000 employees of the mining group in Mexico in 2021.
- Operation Flow
- Since the harassment protocol was launched, trust in the process has grown over time. Due to this new protocol, several cases have been worked out jointly with the Union and solved positively for the victims. This joint effort guarantees a process based on confidentiality, efficiency, justice, and accessibility leading to a massive cultural transformation free of harassment at the workplace.
- Team Members
- Mervyn Cruz
Ana Lacorte
Marcela Quintana
Tania Pineda
Guadalupe Isaac
Salvador Alcántara
Óscar Hernandez
Fernando Tapia
Citlalli Mazariegos
VIRK - Image Credits
- Image #1 Photographer Enrique Arechavala Garay, 01_TEKIO_Fresnillo Main, 2021
Image #2 Graphic Designer Citlalli Mazariegos, 02_TEKIO_Protocol mockup, 2021
Image #3 Graphic Designer Citlalli Mazariegos, 03_TEKIO_Posters mockup, 2021
Image #4 Graphic Designer Citlalli Mazariegos, 04_TEKIO_Web-app mockup, 2021
Image #4 Graphic Designer Citlalli Mazariegos, 05_TEKIO_Brochure mockup, 2021
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