GeniProcess International
Authenticity for
Behavioural Change
Scope: Safety Campaign Strategy, Creative Direction & Production
Outcome: 10.4 Million Views Across Platforms in Six Weeks
When GeniProcess International, a UN Global Compact participant, set out to address one of the most persistent challenges in industrial operations, they needed more than a conventional safety campaign. They needed a cultural intervention.
As a company with a genuine commitment to social responsibility, the brief was not to produce a compliance video. It was to change behaviour. We built a campaign from the ground up: on-ground research, a strategic messaging framework, a full narrative production, and a multi-platform deployment that reached 9.6 million views in its first six weeks.
Brand Strategy
Safety campaigns fail when nobody listens. That was the starting point. Before a single frame was shot, Scion Strategies conducted on-ground research, interviews and site visits with the workforce to understand why workers do not comply with safety measures. The answer was not ignorance, and it was not defiance. It was an emotional gap. Fear of sanctions had failed as a motivator because it spoke to workers as liabilities. What actually moved them was something far more human: care for the people waiting for them at home.
The strategic pivot was immediate. The campaign would not warn. It would remind. The tagline “Anything but safety” was built on a single emotional truth: “If your own life doesn't matter to you, think about the ones you'll leave behind.” Safety reframed not as a rule, but as an act of love.
Creative Direction
The campaign's creative language was built on authenticity. Not the polished, corporate authenticity of a branded safety video, but the real, textured, culturally specific world of the workers themselves. We cast from the community. We shot homes, local cafes, tea, backgammon, and construction sites.
The visual language was deliberately relatable: if the content felt like their life rather than an ad, it would be watched. If it was watched, it would be felt. If it were felt, it would change behaviour. A long-format narrative series anchored the campaign, supported by 14 short-form social media videos, each adapted for the platform it was designed to live on, not repurposed from a master cut.
Campaign Production; AI-Enhanced Production & Hybrid Deployment
Producing a campaign grounded in authentic, working-class life presented a specific set of production challenges. Several scenes required filming in environments that posed direct safety risks to cast and crew, the very hazard the campaign was designed to address. Others demanded large-scale logistics: a wedding sequence shot on a local bridge required permits, crowd management, and a significant number of performers, all of which carry substantial cost and coordination overhead in conventional production.
AI-enhanced production was integrated not as a shortcut, but as a precision tool, enabling the team to realise visually demanding scenes safely and within budget, without compromising the raw, culturally specific aesthetic that the entire campaign depended on. The result was a production that looked and felt entirely real, because where it could be real, it was.
Campaign Media Strategy
The media strategy was built on a single principle: every platform has a job. Facebook (3.9M) and Instagram (664K) were the foundation, the most powerful tool for reaching a specific demographic with an emotional core message at scale. YouTube (2.2M views) was the depth layer, longer formats that earned sustained attention and built narrative connection. TikTok (3.6M views) was the megaphone, fast-paced, native-feeling edits designed to travel.
No platform was treated as a container for the same content. Each received a version of the campaign that respected its culture and rewarded its algorithm. The result: 10.4 million views in six weeks, with engagement rates 2–4x above industry benchmarks.