Case Study 1:

HAAD – Height Aware Campaign

( Middle East )


From our UAE office, Jincom was awarded a major tender from the Health Authority of Abu Dhabi to develop an awareness campaign around Working at Heights for distribution to all construction companies in the UAE.


Procedure and Training Manual  –  a book including all key information to manage a safe worksite – aimed at management.

Supervisor brochures – materials which simplified the above work for supervisors on site.

Worker brochures – materials aimed at a low-literacy level, multi-lingual and multi-cultural workforce to understand the basics of working at height. All content in picture form.

Supporting animation – all of the content was animated for TV screens and computers.

Key message posters – multi-language posters with key learnings.

Website – All content loaded for download onto specially developed Height Aware HAAD website.



Distribution and Roll-out

Jincom developed all the media for this campaign in consultation with HAAD. All content went through a review process including technical reviews by industry experts and HSE professionals as well as focus group testing on a construction site with workers and supervisors.

A large launch was held to create awareness and distribute content to key industry leaders.The content is made available free of charge to companies and organisations across Abu Dhabi. They can either collect hard copies or download electronic copies via the website (


To date over 800 companies in the UAE have downloaded and used the materials. Together they employ over 2.5 million workers at around 28,000 worksites.

The programme aimed for a 5-10% reduction in fatal occupational injuries from falls and falling objects and achieved a 32% reduction when compared to the previous 12 months or 16 less worker deaths after implementation of the programme.