The Technisch Bureau Bouwnijverheid (Technical Agency for the Building Industry) is an advisory body of employer’s organisations and trade unions in the building industry. One of the TBB’s activities is to initiate information campaigns within the building industry.

Concept
After a year-long campaign in which the 1 in 6 chance of suffering a serious fall at work was successfully communicated through various media, it was time to take a deeper look into the matter: a daily TV programme, especially for construction workers! The programme, 'Voor Dag en Bouw' (A pun on a Dutch expression for 'break of dawn'), was broadcast February 28th to March 25th 2005, between 5:30 and 7:00 AM on Dutch TV channel RTL5. In the programme, presented by the sassy 'Rita' (Juliette de Wijn), a wide range of subjects were tackled, from humourous skits (the lunchbox, site hut date, joke of the day), to items that dealt with falling hazards: 'the falling test', 'safety quiz' and 'stories about falling'.

Media
A daily TV programme, radio commercials, posters at and around construction sites, printed communications in trade union magazines, various promotional materials (Rita mugs, safety jackets, stickers) and a great deal of PR!

Result
The programme achieved ratings of over 150,000 viewers. These are exceptionally high for such an early broadcast time (5.30-7.00 AM). In addition, the programme generated a storm of media attention, including: RTL Boulevard, Editie NL, SBS Shownieuws, Radio Noordzee FM, Ruud de Wild, BNN radio, Arbeidsvitaminen, Telegraaf, AD, and Het Parool.

The campaign also won various important advertising awards; a bronze Effie (for most effective campaign), a SAN Accent (for best integrated campaign), an ADCN nomination (for most creative TV campaign) and an AMMA nomination (for best media strategy).