Michelin Brazil

Michelin, a top global tyre manufacturer and leader in high-performance car tyres, adopted SafeStart to enhance safety and employee engagement. The programme fostered a common language for safety and achieved a 68% reduction in accidents over two years.

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One of the world’s leading tyre manufacturers, Michelin is Number 1in high performance car tyres.

It has more than 100 years of history and more than 187 million tyres manufactured in 2016,with production facilities in 17 countries.

Michelin is committed to conducting all aspects of the business responsibly while respecting the environment. This includes developing efficient solutions to meet the expectations and desires of consumers and shareholders, honoring the “Michelin brand, a better way forward”.

Michelin’s mission is to make a sustainable contribution to progress in the mobility of goods and people, enhancing freedom of movement, safety, efficiency and pleasure when on the move.

Scenario

After a long period with low accident rates,in 2013 Michelin Brazil detected a sudden increase in the rate of workplace incidents. To help them meet their high standards, the company developed and implemented the Safety Attitude programme.

This initiative, created to strengthen the company’s culture of safety, is based on three pillars:

To better allow the safety culture strengthening to sink in, the Safety Attitude programme was divided into two communication stages: Impact and Maintenance.

Impact

The idea in stage one was to impact all company employees on safety issues, using videos and presenting lectures on the programme, and providing training for all company managers, reinforcing their role in accident prevention.

Maintenance

The objective in the maintenance stage was to generate a positive change in people’s attitude towards safety. In this phase, posters and other communication media, where the employees themselves were the characters, were spread throughout several areas of the company

The expected result using these three pillars is a reduction in workplace accidents with our staff. When we first were introduced to the SafeStart programme in October2013, we realised that it fit perfectly into the Safety Attitude programme. Sergio Cardoso, Corporate Safety Manager for South America.

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The programme was well received, however, upon analysis of the new accident prevention policies and the strengthening of the new safety pillars, it was noticed that despite the many technical and procedural tools, there was still a shortfall in the behavioural area.

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SafeStart

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Michelin Brazil

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Safestart Search

In search of a programme that dealt with human factors and that complemented their existing safety initiative, Michelin implemented SafeStart. Integration of SafeStart with the internal Safety Attitude programme was carried out in February 2014. According to Sergio Cardoso, Corporate Safety Manager for South America, SafeStart was chosen as the key element of the Michelin programme because, in addition to its objective of developing a culture of risk prevention, it integrates perfectly with the pillars of the existing programme and serves as an impetus for changing the safety attitude.

What primarily drew Michelin’s attention to SafeStart was its simple, easy-to-understand concept and application to the various hierarchical levels. The main integration project actions were to reinforce the understanding of leadership responsibilities, strengthen engagement of steering committees with the safety theme, highlight positive attitudes and discredit unsafe behaviour without discipline or punitive actions. Emphasis was put on implementation training for managers and hourly staff. Employees now spread preventive behaviour in the organisation.

Implementation

In the implementation phase, each unit was developed to take place over two to three months for groups of 15–20 people. Each employee participates in this classroom-style training, which includes five units of self-study workbooks with real stories about real people and demonstrates how they can learn from their common injuries. The workbooks take a non-punitive, self-discovery, 24/7 approach to safety to show the personal value and applicability of the programme. A key aspect in the implementation was the strong commitment of leadership which further established the action plans to ensure continuous improvement and sustainability.

2 460

employees trained

Company changes after the SafeStart programme implementation

A total of 2,460 employees were trained and one of the considerable positive changes generated by SafeStart was to see people directing one another concerning the programme concepts in relation to safety issues in general. Workers also began to carefully observe their routines and learned to identify and report existing risks. The change in behaviour and the high rate of engagement by workers is outstanding.

SafeStart tied compliance, culture and safety together with human factors. Providing employees a common language and a judgment-free way to comment on safety has empowered employees to initiate safety observations, strengthening both their employee engagement and their safety culture.

We have hundreds of success stories! Each operator trained in SafeStart has further strengthened the safety culture, allowing for a drop-in the number of incidents. Luiz Fernando Rivera, Director Earthmoving and Mining Tyre Plant.

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68%

Reduction in accidents
in the 2013/2015 period

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