Construction is the UK’s deadliest industry, losing on average 2 workers every working day.

Not to the dangers of the job, but to suicide.

While every measure is taken to prevent physical harm, there’s no equivalent to safeguard the workers from anxiety and depression. Compounding this is the tough construction culture where men don’t open up to emotional problems.

From 1 van operators to 5000 vehicle fleet owners, Ford are the market leader to this industry.

Not because of share of volume, but because of the reliability of its brand and its vehicles to its customers. This crisis called for a different type of reliability that maintains and leveraged Ford’s connection with this industry.

The campaign’s objectives weren’t brand awareness or media impressions, it was about saving lives,

and creating a sustainable industry-wide program for mental wellbeing in construction.

In construction, physical safety gear is mandatory and cautionary messaging everywhere.

But when it comes to stress and depression, there’s no equivalent to safeguard the workers.

The idea was to make mental health visible.

But how do you stand out in an already crowded space?

We started by choosing a medium that was already on site and synonymous with safety - the high vis vest. Then combined the iconic colours of safety into a new higher vis design, recognising both the physical and emotional vulnerability of workers.

The vest complied to strict design and manufacturing standards and was introduced to sites via counsellors from Lighthouse Club, the UK’s biggest charity dedicated to mental well-being.

Designed to get help on site, cut through language barriers and get men talking with a 24-hr confidential support helpline on every vest.

The design motif initiated a new industry-wide graphic language for mental health.

The Higher Vis Vest combines the colours of the high vis safety vest. The design employs the chevron - industry language for caution – but always moving in a positive direction pointing to help and information. The typography’s bold to compliment the chevron design.

Dye sub print fluorescent ink with high colour fastness was used to simulate the four high vis colours. The fabric (120gsm) is durable, lightweight and breathable.

In Ford Higher Vis Vans the vests are being introduced to sites via councilors from the Lighthouse Club, a charity dedicated to wellbeing in construction.

To get on site it had to adhere to strict manufacturing standards. It is CE approved, indicating it complies with EU safety and environmental requirements. The reflective tape gives 360-degree high visibility and passed EN10471 and ANSI107 standard - 400 cd/(lx.m2).

To date 1,800 vests made (unit cost £10.18). 265 sites visited 14,000 workers reached.

Our metric for success is not impressions, brands share or increasing sales, it was about raising awareness of the crisis and more importantly saving lives.

So far, we have 128 active rescues linked to the program – that’s 128 sons, fathers, husbands, workmates and friends still with us today.

The campaign has also helped to break down the political barriers that existed between the different organisations. Because it came from Ford - not connected to any charity or organization - it helped to represent everyone.

As such it has been taken up as the wellbeing campaign for the construction industry uniting over 800 trade organisations.

#MakeItVisible is ongoing, and the design system is unifying the industry in recognising the holistic safety of workers, now and for generations to come.