Montana State Fund

Safety works — in Montana and in marketing

CHALLENGE

Celebrate the intangible "results" of increasingly safer workplaces across Montana, while continuing to inspire the trend.

SOLUTION

A comprehensive campaign making visible one of the most important things working alongside Montanans every day: Safety.

RESULT

“Safety works here” is a staple of MSF dialogue and presence. Schools, workshops, tradeshows and businesses display the sign … keeping safety upfront statewide.

CHALLENGE

Celebrate the intangible "results" of increasingly safer workplaces across Montana, while continuing to inspire the trend.

SOLUTION

A comprehensive campaign making visible one of the most important things working alongside Montanans every day: Safety.

RESULT

“Safety works here” is a staple of MSF dialogue and presence. Schools, workshops, tradeshows and businesses display the sign … keeping safety upfront statewide.

We knew that Montana workplaces were getting safer, thanks in part to education outreach by Montana State Fund; but the “result” of safety is hard to quantify outside of tracking a lower number of workplace incidents. And safety does so much more than keep workers out of the emergency room. It builds a positive work culture, increases long-term productivity and allows us to go home at the end of each day to enjoy all there is to enjoy in life.

So we made safety the visible star of this campaign. We put “Safety works here” on a marquee-style sign and physically brought it to all types of workplaces — a ranch, coffee shop, construction site, playground, production plant — to show that safety works, wherever Montanans do.


This campaign was comprehensive and statewide. It included television and radio; pre-roll video, connected TV and digital banner ads; social media; and print ads.



"PartnersCreative was able to take a challenging request — create a campaign featuring the 'results' of safety — and turn it into something visually relatable that we're now using across multiple channels at Montana State Fund. They've given us a great tool to talk about why safety matters and to show that safety works."

60%

The increase in digital ads' click-through rate from previous campaign in 2018.

+1.1M

The number of video completions from digital tactics, not including broadcast TV impressions.

6,100

The number of users who engaged with the campaign landing page upon ad click-through.

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