Naxaas Adeeg · 2021
Welfare Is Gold Xeelad Ka Hortagga Cadaadiska
by Tekio Collective Intelligence Agency
- Abaalmarinta Naxaasta ah ee A' Design Award 2021 in Adeeg
- CLIENT: Tekio
- Estimated Number of Design Views: 95,956
- Verification code 054840AE1F · Verify this award
Colors
About Welfare Is Gold Xeelad Ka Hortagga Cadaadiska
Welfare Is Gold waa xeelad ka hortag ah cadaadiska (harassment) oo loo sameeyay kooxo weyn oo macdan-qodis ah oo ku taal Mexico. Xeeladdu waxay isku daraa Guddiyada Danaha Shaqaalaha ee unug kasta, hab-maamuus daryeel, barnaamij isgaarsiin oo aad u xoog leh, iyo abuur-web (web application) kaas oo u soo saara qorshe gaar ah shirkad kasta oo qandaraas leh. Waxyaabaha daabacan ee dijitalka ah waxaa ka mid ah sawir-xogeed (infographics), boostar, muuqaalo gaagaaban oo dhaqdhaqaaq leh, sawir-kaartoon, iyo memes. Hab-maamuuskan waxaa lala qorsheeyay shaqaalaha maxalliga ah, waxaana xaqiijiyay unugyada macdan-qodista. Ujeeddadu waa in la abuuro dhaqan shaqo oo ka madax bannaan cadaadis.
About the Abaalmarinta Naxaasta ah ee A' Design Award
Welfare Is Gold Xeelad Ka Hortagga Cadaadiska waa guuleystaha Abaalmarinta Naxaasta ah ee A' Design Award, aqoonsi sharaf sare leh oo la siiyo naqshado aan caadi ahayn oo lagu garto hal-abuur, hal-abuur cusub iyo caqli. Guuleystayaasha Naxaasta waa shaqooyin xirfad buuxda leh iyo hal-abuur yaab leh oo xaqiijiya khibrad weyn, male-awaal iyo kartida naqshadeeyayaashooda. Welfare Is Gold Xeelad Ka Hortagga Cadaadiska waa walax la filayo inay noqoto mid aad loo tixgeliyo, la ixtiraamo oo la jecel yahay, xirfad cad leh oo hal-abuur cusub leh. Naqshadahan ku guuleystay Abaalmarinta Naxaasta ah ee A' Design Award wuxuu ku darsadaa hab-dhaqanno ugu wanaagsan farshaxanka, sayniska, naqshadaynta iyo tignoolajiyada wuxuuna ku fiican yahay dhawrista tafaasiisha. Welfare Is Gold Xeelad Ka Hortagga Cadaadiska si fiican ayay u buuxisaa baahiyaha, taabataa rabitaannada, soo jiidataa dareenka kicinayaanna xiisaha aqoonta.
Press Kit
- 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.
- 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
