Safety Week 2017 Social Media Toolkit - TOOLS • About Safety Week - 2017 Theme & Messaging • Social Strategy - Social Strategy Overview, Goals & Approach • Social Posting - Sample Content, Post Templates & Best Practices

1. Safety Week 2017
SOCIAL MEDIA TOOLKIT

2. • About Safety Week
- 2017 Theme & Messaging
• Social Strategy
- Social Strategy Overview, Goals & Approach
• Social Posting
- Sample Content, Post Templates & Best Practices
Tools
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3. About Safety Week
“The Big Picture”

4. Every year, Safety Week works to engage companies across the U.S. and Canada, and their employees in the office and out in
the field. These are companies that each have distinct challenges and needs when it comes to safety. And while safety is
universally accepted as a critical part of work in construction, employees still have varying degrees of emotion and motivation
behind this ubiquitous topic. That is why, in 2017, we must continue our journey to do more than push out information to
ensure we touch everyone during Safety Week, and beyond.
We need to seize this chance to make safety personal.
We must take advantage of the great pride every worker, employee and company feels when they have the opportunity to
shape the landscape of their communities; and the great responsibility they feel along with it. It is this responsibility, to
themselves, coworkers, the whole job site, that unites and drives them to give their absolute best every single day - never
cutting corners or taking unnecessary risks, and always watching out for the safety of themselves and the ones around them.
Every day, they answer this call loudly, confidently and proudly:
– It’s in our hands –
Safety Week 2017| Theme
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5. Rally Cry:
We are stronger and safer together.
This universal rally cry brings the industry together throughout the year, outside and in addition to each
year’s week-long campaign
2017 Campaign Theme:
It’s in our hands.
The campaign focuses on a specific theme for the week. In 2017, it emphasizes the personal pride and
responsibility workers feel for the work they do, and unites them around this shared sense of responsibility for each
other, the job site, and even extends far beyond office walls or work site fences to family and friends at home. We
will bring this year’s campaign to life through various initiatives, and by creating a symbol that rallies the industry,
and its workers, together.
Safety Week 2017| Messaging
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6. Social Strategy
Goals, Content Pillars & Approach

7. Everyone, from workers on a job site to employees in offices and executives across the industry, plays a critical role
in making our profession safer. Safety Week 2017 celebrates and rallies around that shared pride and unwavering
responsibility we feel toward one another as we shape the communities in which we live, work and play.
On social media, we are energizing the everyday conversation about safety through three critical content pillars:
• Personal responsibility: Safety matters to each of us, often for different reasons. This year, we are calling on all
individuals touched by the construction industry to share why safety matters to them, and how they make sure
they, or the ones they love, are safe every day.
• Actionable tools and resources: Simple and effective tips help focus the conversation around safety and provide
clear reminders on how each of us can work safer every single day. In the months leading up to Safety Week, we
will be teasing resources and tips from leaders in our industry. During Safety Week, we will be sharing Toolbox
Talks, available to download at constructionsafetyweek.com and share with employees.
• Committed leadership: Our industry is safer when we each step up across our companies and demonstrate that
safety is important to us. Together, we set the bar for safety, online and off, by sharing helpful information with
employees, celebrating a culture of safety, and participating in and promoting Safety Week events.
Safety Week 2017| Social Strategy Overview
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8. Inspire
Inspire higher engagement in campaign activities with a personal appeal to safety
Educate
Develop and share easily accessible resources on specific safety topics, and provide actionable tips to drive
awareness and safety education at job sites
Connect
Connect safety actions at work to the collective impact on the families, communities and companies
Safety Week 2017| Social Goals
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9. proud
interested
collaborative
encouraging
upbeat
boastful
informational
one-sided
enthusiastic
ominous
Tone of voice guides how we tell stories. It helps our content stand out and connect with our
followers and employees - current and potential.
IS: IS NOT:
Safety Week 2017| Social Voice
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10. Construction
Safety Week
@SafetyWeek_2017
Recommend to use appropriate hashtags if you or
employee uses platform
Construction
Industry Safety
Week Forum
Safety Week 2017 | Supported Platforms & Hashtags
Supported
Primary Hashtag: #SafetyWeek
Secondary Hashtags: #SafetyMatters, #GiveMeFive
Future
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11. Safety Week 2017 | Profile and Cover Images
Platforms
Profile Image Cover Image
Click Here to Download 2017 Imagery
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12. Social Posting
Sample Content, Post Templates & Best Practices

13. We’ve created social media resources to help make it easy to participate in Safety Week 2017 across social media
platforms. Resources include:
• Safety Week Generated Posts: A sample of posts scheduled to be shared through Safety Week-owned social media
accounts.
• Sponsor/Partner Generated Posts: Suggested posts sponsor and partner companies can share to engage with
employees and audiences. We’ve also included post templates, best practices and photo guidelines.
• User Generated Posts: Encourage employees to participate in Safety Week 2017 on social media with the sample
posts and best practices included in this toolkit.
Have a question? Please contact us at safetyweek@intrinzicbrands.com.
Safety Week 2017| Social Posting
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14. Safety Week Generated Posts

15. The Safety Week 2017 committee will be engaging with audiences on Facebook and Twitter to excite and energize
the conversation around safety. Types of posts include:
• Safety Matters Spotlight: We’re highlighting why safety matters to employees, and asking others to share why
safety matters to them with “#safetymatters.” Safety matters spotlights will be shared weekly beginning mid-
April.
• Safety Resources Tip: Leadership across the industry is stepping up to share tips and resources on how they have
built a culture of safety within their organizations. Safety resources tips will be shared weekly beginning mid-
April.
• Friday Five Giveaway: We’re celebrating safety with a fun giveaway every Friday. Five individuals will win a pair
of official Safety Week 2017 gloves by sharing, commenting, liking or engaging with the Safety Week 2017 social
media accounts. The contest will begin mid-April.
• Give Me Five Awareness Video: May 1st we’ll be sharing a video that celebrates the entire industry coming
together to take safety in our hands. Keep an eye out for your company clip (if you provided) to see if you made
the final compilation.
• Daily Safety Tip: During Safety Week, we will be sharing one safety tip every day, and linking to the Toolbox Talk
available to download and share with employees.
Safety Week Generated Posts | Overview
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16. Social Posts | Safety Week Generated
Types of Posts
Safety Matters Spotlight
Quote/Image Graphic
Pre-May 1 Tuesdays
Daily Safety Tip
Tip Graphic
Daily During Safety Week
Safety Resources Tip
Experts Photos
Pre-May 1 Thursdays
Friday Five Giveaway
Glove Giveaway
Fridays
Give Me Five
Awareness Video
Monday, May 1
Working together to make our
colleagues, company and
industry safer and stronger.
Why does safety matter to you?
#safetyweek #safetymatters
[Link to Safety Spotlights page]
It’s up to all of us to create
a safe work site. Always
survey your work area to
identify potential hazards
before starting a new task.
#safetyweek #givemefive
[Link to Industry Expert page]
“Plan the work and work the
plan.” That’s James Mooney’s,
head of EH&S Americas,
number one tip for creating
safer work environments.
Learn what else Jim has to say
about construction safety.
#safetyweek
[Link to Industry Expert page]
Congratulations to our
Friday 5 Winners! We’ll be
in touch to arrange
shipment of your free
gloves.
#safetyweek #givemefive
We’re coming together
across the U.S. and Canada
and taking construction
safety in our hands.
#safetyweek #givemefive
[Link to Homepage]
Content
Pillars:
Post
Graphics:
Post
Content:
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17. Sponsor & Partner
Generated Posts

18. Our sponsors and partners are vital for raising awareness about Construction Safety Week and energizing the
conversation about safety among their employees. We’ve included several resources to help get you started:
• Photography guidelines to help capture employee’s spirit and pride before and during Safety Week
• Sample copy-only posts to share before, during and after Safety Week
• Examples of how to bring Safety Week content pillars to life across social media platforms
• Best practices for social media before and during Safety Week
• Downloadable templates to help raise awareness of Safety Week, and shine a light on the collective efforts across
the industry
Sponsor & Partner Generated Posts | Overview
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19. Here are ways that your organization can engage on social media. Posts include:
• Safety Resources Tip: Share tips from company leaders on social media. Use the downloadable template to tie
the post into the industry-wide Safety Week campaign. Also, share tips from Safety Week social media accounts to
help spread awareness about 2017 Safety Week among your followers.
• Safety Matters Spotlight: Ask employees why safety matters to them. Share their story with #safetymatters.
Encourage your followers to share their stories through personal social media accounts, as well.
• Safety Leadership: Highlight events, initiatives and resources your company is spearheading during Safety Week
to demonstrate your organization’s commitment to safety.
Sponsor/Partner Generated Posts
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20. Social Posts | General Photography Guidelines
Safety Checklist & Guidelines
Photo Checklist:
When taking photos at a jobsite, make sure your
surroundings are safe and you are wearing the
proper personal protective equipment. With safety
as our culture, it is your responsibility to establish
and maintain exceptional worksites.
-Hard Hat
-Gloves
-Safety Glasses
-Vest
Guidelines:
1. Confirm your jobsite is allowed to share
photos publicly. Do not share confidential
company information.
2. Act responsibly and be respectful.
3. Actively post, like and share.
4. Show pride in the company and its projects.
5. Exchange ideas and connect with other
Safety Week participants.
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21. Social Posts | General Content Ideas
Copy-Only Suggestions
Celebrate #safetyweek this week and every week.
What is your team doing to promote safety during #safetyweek? Share your photos with us!
Construction Safety Week is this week! Join us and promote safety at your job site. #safetyweek
We might work for different companies or trades, but today we’re united by one goal: safety. We are
proud to be a part of #SafetyWeek.
Are you following Construction Safety Week on Facebook or Twitter? Head on over to find out how
you can win a pair of gloves. (Note to community manager: link post to Construction Safety Week
Facebook account)
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22. Social Posts | Sponsor & Partner Generated
Suggested Content Pillars & Posts for All Platforms
Safety Matters
Image of Employee
“Plan the work and work the plan.” That’s
James Mooney’s, head of EH&S Americas,
number one tip for creating safer work
environments. Learn what other experts have
to say about construction safety. [link to
Safety Week Industry Experts Page]
#safetyweek
Working together to make our
colleagues, company and industry safer
and stronger matters to Pete. Why
does safety matter to you?
#safetyweek #safetymatters
Construction Safety Week is this week!
Join us and promote safety at your job
site. #safetyweek
#givemefive
Safety Resources
Share tip from an internal
safety expert
Safety Leadership
Image of employee or company
participating in Safety Week
Content Pillars:
Post Graphics:
Post Content:
All Templates Available for Download on Page 20
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23. Social Posts | Sponsor Generated
Best Practices
General Template:
Use the co-branded template photo frame
when possible
Primary Hashtag:
(Use on all posts) #safetyweek
Secondary Hashtags:
#safetymatters, #givemefive
Tagging:
FB: @constructionsafetyweek
TW: @safetyweek_2017
Recommended Filter:
Black and white if possible
Post Example:
Working together to make our colleagues, company and industry
safer and stronger matters to Pete. Why does safety matter to you?
@constructionsafetyweek #safetyweek #safetymatters
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24. Social Posts | Downloadable Template
Co-branded Photo Frame Templates
Platforms
Click Here to Download 2017 Templates
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25. User Generated Posts

26. Everyone has a role in safety, regardless of their job responsibilities. Get your employees excited to participate in
the Safety Week conversation on social media:
• Share interesting information that encourages followers to share, comment or like a post
• Promote user-generated campaigns, like Safety Matters, to encourage followers to share why safety matters to
them
• Ask employees to share safety tips or how they take a leadership role in safety
• Use appropriate hashtags, and ask followers to do the same, to help tie together efforts happening across the
industry
• Share best practices with employees to encourage participation in Safety Week 2017 activities on social media
User Generated Posts | Overview
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27. Social Posts | User Generated
Sample Posts for All Platforms
Being safe is about more
than not getting hurt. It’s
about getting home for
bedtime every night.
#safetyweek
#safetymatters
It’s the little things that
keep us safe every day.
That’s why I always wear my
gloves.
#safetyweek
Safety Matters
Image of why safety matters
to you (ex. loved ones)
Safety Leadership
Tip/example of how you are
responsible for safety
Content Pillars:
Post Graphics:
Post Content:
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28. Social Posts | User Generated
Best Practices
Post Example:
Primary Hashtag:
(Use on all posts) #safetyweek
Secondary Hashtags:
#safetymatters, #givemefive
Tagging:
FB: @constructionsafetyweek, @(yourcompany)
TW: @safetyweek_2017, @(yourcompany)
Recommended Filter:
Black and white if possible
It’s the little things that keep us safe every day. That’s why I always
wear my gloves. @(yourcompany) @constructionsafetyweek
#safetyweek
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29. Engage with our Safety Week platforms!
POST | SHARE | LIKE/RETWEET | COMMENT | FOLLOW
Contact us at safetyweek@intrinzicbrands.com for help.
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