Safety First Drives Home Alder’s ‘My Reason to Work Safe’ Campaign

For many workers in the construction industry, the opportunity to work on a live job site is one of the most rewarding and fulfilling elements of their career. Surrounded by the constant action and ever-changing dynamics of a buzzing construction site, workers have the opportunity to be a part of the creation of projects that not only have purpose but serve our community. Working in the construction industry also has its risks, and for this reason Alder has launched its latest values-driven safety campaign, ‘My Reason to Work Safe’.

What’s Your Reason?

Family-owned and operated, Alder prides itself on its people-first perspective where staff are seen as the company’s most valuable asset and are treated accordingly. The intrinsic understanding that every worker on site is someone’s family member underpins the latest safety campaign which utilises toolbox talks, work site signage and take-home colouring-in sheets to instigate conversations that highlight who each team member is ‘working safe’ for.

The campaign signage shows a family illustration of a mum, dad and two children with a dog and asks the question, ‘what is your reason?’. It then lists thought-provoking and relatable reasons such as spending time with family, enjoying weekends, pursuing sports and travel, having downtime and fun, and being there for kids, family or friends.

Family Matters

The safety initiative has been created to add a personal introspective approach to reminding workers of the importance of safe practices in construction. CEO of Alder’s construction business Dean Cheffers says by connecting safety to worker’s personal lives and aspirations, the campaign successfully fosters a stronger safety culture on site.

“This campaign isn’t about rules and regulations but rather it prompts workers to not only reflect on why they want to stay safe at work but also why it’s important to ensure their workmates stay safe too,” said Mr Cheffers.

“It’s a prominent reminder that safety isn’t just about compliance, it is about protecting what matters most.”

Empowered To Stay Safe

Alder is not just a builder but a community-focused employer that values its workforce and cares for every worker’s wellbeing. This latest campaign signals a positive cultural shift in safety messaging that has moved away from fear-based or punitive messages and instead fosters a positive safety culture where workers feel empowered and responsible to stay safe on site.