Welfare Is Gold Boqhetseke ba Thibelo ea Tlhekefetso by Tekio Collective Intelligence Agency

Welfare Is Gold Boqhetseke ba Thibelo ea Tlhekefetso by Tekio Collective Intelligence Agency is a highly esteemed winner of the very prestigious 2021 Moputso oa Boronse oa A' Design Award in Moralo wa Meta, Leano le Tshebeletso Competition Category.

BoronseTshebeletso· 2021

Welfare Is Gold Boqhetseke ba Thibelo ea Tlhekefetso

by Tekio Collective Intelligence Agency

Client: Tekio

Moputso oa Boronse oa A' Design Award Winner in Tshebeletso Category

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The Design

About Welfare Is Gold Boqhetseke ba Thibelo ea Tlhekefetso

Welfare Is Gold ke leano la thibelo ea tlhekefetso le entsoeng bakeng sa sehlopha se seholo sa merafo Mexico. Leano lena le kopanya Likomisi tsa Boiketlo unithing e ngoe le e ngoe, tsamaiso ea tlhokomelo, lenaneo le matla la puisano le application ea webo e hlahisang tsamaiso e ikhethileng bakeng sa k'hamphani e nngoe le e nngoe ea baetsi ba mesebetsi. Lisebelisoa tse hatisitsoeng le tsa dijithale li kenyelletsa liinfographics, liphosetara, livideo tse khutšoanyane tsa mokhoa oa animation, likhathune le limeme. Tsamaiso ena e ile ea rala e tšoaretsoe le basebetsi ba lehae, mme ea netefatsoa ke liunithi tsa merafo. Morero ke ho ba le moetlo oa mosebetsi o se nang tlhekefetso.

The Recognition

About the Moputso oa Boronse oa A' Design Award

Welfare Is Gold Boqhetseke ba Thibelo ea Tlhekefetso ke mohapi oa Moputso oa Boronse oa A' Design Award, kananelo e hlomphehang haholo e fuoang meralo e ikhethang e tsejoang ka boqapi, bohlale ba ho qapa le bohlale. Bahapi ba Boronse ke lintho tse nang le bokhoni ka ho felletseng le boqapi bo hlollang tse tiisang boiphihlelo bo bongata, mohopolo le bokhoni ba ho iphumana ba baqapi ba tsona. Welfare Is Gold Boqhetseke ba Thibelo ea Tlhekefetso e lebelletsoe ho ba ntho e hlomphuoang haholo, e ratoang le e ratehang, e nang le boprofeshenale bo bonahalang le mehopolo e mecha. Moralo ona o hapileng Moputso oa Boronse oa A' Design Award o kenyelletsa mekhoa e metle ka ho fetesisa bonong, mahlaleng, moralong le theknolojing mme o hlahella ka ho tsepamisa maikutlo lintlheng tse nyenyane. Welfare Is Gold Boqhetseke ba Thibelo ea Tlhekefetso e kutloisisa litlhoko hantle, e ama litakatso, e hapa maikutlo mme e tsosa takatso ea ho tseba.

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