Welfare Is Gold Strategye פֿאַר פֿאַרמיידן פֿון בזיונות by Tekio Collective Intelligence Agency is a highly esteemed winner of the very prestigious 2021 A' Design Award אין בראָנדז in מעטאַ, סטראַטעגישער און דינסט דיזײַן Competition Category.
בראָנדזדינסט· 2021
Welfare Is Gold Strategye פֿאַר פֿאַרמיידן פֿון בזיונות
by Tekio Collective Intelligence Agency
Client: Tekio
A' Design Award אין בראָנדז Winner in דינסט Category
- 95,956
- Verified Award Winner
- Verify Award Status for #123234
The Design
About Welfare Is Gold Strategye פֿאַר פֿאַרמיידן פֿון בזיונות
„Welfare Is Gold" איז אַ סטראַטעגיע פֿאַר פֿאַרמיידן פֿון בזיונות, באַשאַפֿן פֿאַר אַ גרויסע מײַנינג-גרופּע אין מעקסיקע. די סטראַטעגיע פֿאַרבינדט וועלפֿער-קאָמיסיעס אין יעדער אײנהייט, אַ פּראָטאָקאָל פֿאַר אויפֿמערקזאַמקייט, אַ אינטענסיוו קאָמוניקאַציע-פּראָגראַם, און אַ וועב-אַפּליקאַציע וואָס גענערירט אַ פּערזענלעכן פּראָטאָקאָל פֿאַר יעדער קאָנטראַקטאָר־פֿירמע. געדרוקטע און דיגיטאַלע מאַטעריאַלן נעמען אַרײַן אינפֿאָגראַפֿיקס, פּלאַקאַטן, קורצע אַנימירטע ווידעאָס, קאַריקאַטורן און מעמעס. דער פּראָטאָקאָל איז געווען קאָ-דיזײנט מיט לאָקאַלע אַרבעטער, און באַשטעטיקט דורך די מײַנינג-אײנהייטן. די כוונה איז אַ אַרבעטס-קולטור פֿרײַ פֿון בזיונות.
The Recognition
About the A' Design Award אין בראָנדז
Welfare Is Gold Strategye פֿאַר פֿאַרמיידן פֿון בזיונות איז אַ געווינער פֿון דעם A' Design Award אין בראָנדז, אַן העכסט פּרעסטיזשע אָנערקענונג וואָס ווערט געגעבן צו אויסגעצייכנטע דיזײַנס וואָס שטעכן אַרויס מיט קרעאַטיוויטעט, דערפֿינדונג און קלוגשאַפֿט. בראָנדז-געווינער זענען זייער בקיאותדיקע און אויפֿפֿאַלנדיק קרעאַטיווע אַרטיפֿאַקטן וואָס באַשטעטיקן די ברייטע דערפֿאַרונג, פֿאַנטאַזיע און דערפֿינדונג-קראַפֿט פֿון זייערע דיזײַנערס. פֿון Welfare Is Gold Strategye פֿאַר פֿאַרמיידן פֿון בזיונות ווערט דערוואַרט אַז עס איז אַ הויך געשעצטע, באַוווּנדערטע און ליבע זאַך וואָס איז אויפֿפֿאַלנדיק פּראָפֿעסיאָנעל און אינאָוואַטיוו. דער דאָזיקער געווינענדיקער דיזײַן פֿון A' Design Award אין בראָנדז פֿאַראײניקט די בעסטע פּראַקטיקן אין קונסט, וויסנשאַפֿט, דיזײַן און טעכנאָלאָגיע, און איז אויסגעצייכנט פֿאַר זײַן אויפֿמערקזאַמקייט צו דעטאַלן. Welfare Is Gold Strategye פֿאַר פֿאַרמיידן פֿון בזיונות באַפֿרידיקט באַדערפֿענישן פּראַכטפֿול, רירט אָן תּאוות, פֿאַרכּישופֿט געפֿילן און רופֿט נײַגעריקייט.
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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