According to the Office for National Statistics as many as two construction workers are lost to suicide every day. Despite extensive physical safety measures taken to protect workers on-site, many remain unaware of the help and support available when it comes to mental health problems.

To raise awareness of the help on offer, Ford has teamed up with the Lighthouse Construction Industry Charity to create the “Make it Visible” campaign; a new high-visibility campaign using higher-viz safety vests to grab attention and point people in the direction of help if needed. 

“We are absolutely delighted to be partnering with Ford to deliver the “Make it Visible” campaign. “ explained Bill Hill, CEO of the Lighthouse Construction Industry Charity “These highly distinguishable vans will be visiting sites across the country to deliver visible support to the boots on the ground workforce. The vehicles are manned by the Lighthouse Club’s on-site team who are all Mental Health First Aiders with relatable experiences in the construction industry. I am convinced that this initiative will have a positive impact on workforce wellbeing and ultimately save lives.” 

Where Ford accounts for almost one in three new commercial vehicles sold throughout 2021 – and higher into the construction industry - putting mental safety on an equal footing with physical safety on building sites is an important step for its customers. The brand has worked with the Lighthouse Club, and construction contractors Balfour Beatty, to maximise awareness amongst its van customers. 

The “Make it Visible” campaign follows on from Ford’s “Elephant in the Transit” launch in 2018, building awareness of male suicide and promoting the front seats of a vehicle as a safe space to talk. This latest initiative sets out to provide counsellors a means to get to construction sites, with onsite posters matching the vest’s colours. These posters will direct workers to a safe place to talk off-site, so more can seek help easily. 

The campaign cleverly makes use of high-vis jackets to increase visual awareness. With the ambition to make support more known and accessible to workers, Ford has sent mental health first aiders directly to construction sites in the distinguishable branded Ford vans and amped up high vis vests.

The official launch follows a pilot run in February 2022 which saw nearly 700 construction workers reached, with over 90% previously unaware of the Lighthouse Club and the support they provide.

“They’re not just construction workers, they’re dads, husbands, sons, and brothers.” added said Brian Riley and Matthew Lee, Creative Leads at VMLY&R, “Since the pilot, our charity partner has informed us they’ve helped three young men back from serious situations. With the launch of the full initiative, we’re going to help many more and save lives.”