How we helped the world’s largest brewer strengthen its safety culture

Building a strong safety culture goes far beyond establishing rules and procedures. The real goal is to ensure that thousands of people across different countries embrace safe behaviors as part of their everyday work. That was AB InBev’s purpose when it launched Safe Together, a global program designed to strengthen the company’s safety culture worldwide.

The Challenge

Once the program strategy had been defined, a new need emerged: turning a technical topic into communication that could engage employees, empower leaders, and deliver a consistent message on a global scale. That’s when Proimagem joined the project.

The program needed to connect different audiences, cultures, and operations around a single message, making safety a value embedded in every employee’s daily routine. To achieve this, the communication had to be simple, memorable, and scalable, with the ability to reach thousands of people across industrial sites around the world.

Beyond communicating the program, it was also essential to equip leaders to act as ambassadors for the strategy and ensure that all materials maintained visual and verbal consistency while remaining aligned with the company’s culture.

Profissionais de segurança analisando informações em um laptop

The Solution

Proimagem developed a comprehensive communication ecosystem to support the program and turn its strategy into an ongoing engagement experience.

The project began with the creation of a distinctive visual identity, including an exclusive mascot designed to make the communication more relatable, memorable, and easily recognizable to employees.

Building on this foundation, we developed an omnichannel strategy integrated with the company’s existing internal channels, ensuring the message reached different audiences effectively. Every initiative was designed to reinforce the same purpose, regardless of the channel or country.

The Deliverables

Each deliverable was designed to strengthen understanding of the strategy, expand its reach, and continuously encourage safe behaviors.

Material de comunicação do programa Safe Together

Aplicativo Safe Together exibido em um celular

Itens promocionais com a identidade Safe Together

Tela de apresentação da campanha Safe Together

Materiais de apoio à comunicação do programa

The Results:

Safe Together gained a structured, scalable communication platform aligned with AB InBev’s global strategy.

160k

employees

200

industrial sites

global zones

Content adapted to different languages and operational realities

The project strengthened the role of leaders as culture ambassadors, ensured message consistency across the organization, and helped make safety an integral part of teams’ everyday behaviors.

Colaborador utilizando material do programa Safe Together

Cases