At KFC, safety culture means looking out for your team, speaking up when you see something wrong and – most surprisingly – having fun. We embedded these behaviours in our young audience by creating a safety persona everyone could get behind and laugh with: a guardian (safety) angel, complete with chicken wings and an offbeat personality.

Rolled out in an integrated internal campaign, our safety angel role modelled behaviours in a spoof music video at launch, plus as a series of targeted instructional videos. Across internal social media, print and in-restaurant media, our message clearly struck a chord: we saw a 28% increase in safety incident reporting and a 21% increase in near-miss reporting.