Objective

• Increase employees’ awareness of safety conscious habits at work and home
• Improve company’s safety performance and Loss Time Accident ratio
• Reduce workforce absenteeism

Background

Massey Energy operates 19 mining complexes in southern West Virginia, eastern Kentucky, and southern Virginia. Massey is the largest producer of Central Appalachian coal, selling 41 million tons of coal in 2003. In the mining industry, the average cost of a Loss Time Accident (LTA) is approximately $50,000.

Program

The company develop an incentive program that would motivate their predominately male work force of coal miners, supervisors, and mine safety directors to improve individual, team, and mine safety performance. Football was a theme that had broad appeal for this target audience and with the goal of improving team performance, it was logical to create the “Raymond Safety Bowl”. The Bowl was named after a former employee, Raymond Bradbury, who was legendary for his concern for safe work habits.

Each eligible employee was appointed to a designated football team within their location. The teams competed monthly within their location and with other locations for the best safety performance records. Each month points were awarded based on a 3-tiered accrual system. One third of the points were based on each individual team member working the month without a lost time accident or a disqualifying absence. Another third of the points were based on the member’s team working the month without a LTA and the final third of the points were awarded based on the member’s mine’s site working the month without a LTA.

The award catalog, available in print and online, included a variety of outdoor hunting, fishing, and camping items, electronic products, luggage, and home accessories including appliances and lawn equipment. These well-chosen incentives were critical to the success of this program.

The program was branded with A “Raymond Safety Bowl” logo and a caricature of Raymond that appeared on the catalog, the web site and a series of safety banners displayed at each mine location. The banners promoted the program and carried themed safety messages, such as “Don’t be penalized by a back injury – Stretch for Safety!” Throughout the year, participants also received branded caps, footballs, hardhat decals, tee shirts, etc. to keep the program fresh.

Results

As a result of the “Raymond Safety Bowl”, Massey Energy, founded in 1916, experienced their safest year in the company’s history.

• Absenteeism decreased, favorably impacting productivity and profitability.
• Loss Time Accidents were reduced by 47% over the previous year.
• Based on this record-breaking safety performance and industry averages, Massey Energy experienced an estimated cost reduction of up to $5,000,000 for Lost Time Accidents.
• ROI for the “Raymond Safety Bowl” for one year exceeded company expectations.

Source: Incentive Marketing Association