Client – Air BP

Case Study – Unique Aviation Fuel Handling Manual

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Drop in near-misses over 3 years

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Of readers rated the document 10/10

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Increase in message retention after reading the booklet

“I don’t want to tick a safety box

I want to make a difference”

So we got a phone call from a guy called Michael Mooney who turned out to be the visionary VP of Air BP in the USA. He flew into the UK to meet us. We are very lucky to have met some really visionary leaders in our 25yr history, and this guy was one of those. His challenge – to fully engage new airside tanker drivers (the folks who refuel the aircraft) in getting it right, first time. A raft of near misses, damage and mis-fuelling incidents meant they needed a step-change in the way they communicated critical information.

Talking to their folks ‘at the coal face’ (termed ‘airside’) we identified that apathy and boredom were the main drivers for not engaging with the communication material. (It was pretty dull to be fair!)

So we developed a hard hitting but humour coated character, and designed the content in a suite of small, easy to digest chapters using short copy and cartoon style imagery.

10yrs later, the document is in its 20 re-print, has received accolades from the Civil Aviation Authority and translated into 3 languages.

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