Keeping safety visible, personal and actionable
Read time: 3.5 minutes
After CNH reached a record-low employee injury frequency rate in 2024, new regional video campaigns are helping keep safety front and center across the Company’s plants — reinforcing the everyday behaviors that protect people at work.
We can all start to become complacent. So, we’re always asking ourselves: how do you continue to engage and create connection with people on these topics?
On a busy factory floor, risk can become familiar. And when it becomes familiar, it can become easier to overlook.
“You become comfortable with your daily environment even when you’ve got huge pieces of equipment moving around,” says Troy Williams, Head of Environment, Health, Safety (EHS) for CNH in North America. “We can all start to become complacent. So, we’re always asking ourselves: how do you continue to engage and create connection with people on these topics?”
That question is at the heart of CNH’s latest localized safety video campaigns. Launched in 2025 in North America, India and Asia Pacific, the videos are designed to meet employees where they are — on plant screens, in break rooms and on CNH’s intranet — and to make essential safety messages more visible, immediate and memorable.
The campaigns build on CNH’s broader commitment to health and safety. In 2025, the Company invested $74 million in improving health and safety protection, including workplace safety measures, structural improvements and inspections of plants and working environments. But while engineering controls, inspections and procedures are essential, Williams says communication also plays a critical role in keeping risk awareness alive.
“The video is going to be easier to see and to watch, especially when it’s playing in the background, as opposed to taking the time to read a pamphlet or a flyer,” he says.
Meeting employees where they are
The three regions adopted different creative approaches, reflecting local needs and cultures. In North America, the EHS team filmed in CNH plants, featuring real employees, familiar equipment and Williams himself delivering messages on topics such as smartphone awareness, spill and slip prevention, and safe lift and load practices.
The result was a campaign that felt close to employees’ everyday reality.
“It’s probably one of the few campaigns where I’ve actually had people stop us and comment on the videos,” says Tracey Dexter, Regional EHS Manager for North America. “I think they connected with employees because they were more personal, showing the equipment they see every day. There were people our staff recognized in the videos, and they commented on seeing Troy.”
In India and Asia Pacific, the videos used actors and a more emotional storytelling style, including messages such as “reporting saves lives.” The aim was to show not only the workplace consequences of unsafe behavior, but also the impact an accident can have on employees and their loved ones.
“The videos were linked to situations that we see in our plants in the region, for example not respecting the use of PPE or forgetting to use it,” says Miltiadis Mavridis, Environment, Health and Safety Manager for the India and Asia Pacific regions. “Touching the emotional part of us is one of the ways that people remember the message.”
For Mavridis, the goal is not only awareness, but action: encouraging employees to notice hazards, report unsafe conditions and take ownership of safety in their daily work.
Pictures from inside and outside CNH plants.
From reporting to prevention
The focus on reporting near misses is closely linked to CNH’s preventive approach. In 2025, the Company recorded 3,846 near misses; using these reports to identify risks early and strengthen preventive measures, before they could lead to injuries.
“A big part of our work is the engineering part,” says Williams. “It’s removing risks and hazards from the workplace and putting controls in place.”
CNH reached a record-low employee injury frequency rate in 2024. In 2025, the rate increased, while remaining below the 2023 level. For CNH, this underlines the need to keep focus on work practices through prevention, proactive risk identification and consistent behaviors across all sites.
Building on a strong safety culture
Williams and Mavridis both credit CNH’s safety culture — and strong support from leadership — as critical to maintaining focus.
“We started having much stronger messaging from the very top about safety being a priority, and our regional vice presidents were really supportive of any safety project we brought forward,” says Williams. “There was a focus and understanding on the need for safety communication and safety being a priority, all the way through the Company.”
Aldo Menduni, Vice President of Environment, Health and Safety and Energy at CNH, says the priority now is to keep building on that foundation.
“Safety is our unwavering condition for running this business — there is no success without it. Every decision we make, every project we launch, and every task we perform must begin with protecting people and ensuring that their work environment is safe. Our commitment to safety is not only a responsibility, but a core value that guides how we operate every day. By working together and staying vigilant, we ensure that everyone goes home safe while we build a sustainable future. Safety is not a priority that changes — it is the condition that enables everything we do.”
Safety is our unwavering condition for running this business — there is no success without it. Every decision we make, every project we launch, and every task we perform must begin with protecting people and ensuring that their work environment is safe.
CNH is a world-class equipment, technology and services company that sustainably advances the noble work of agriculture and construction workers.
CNH Industrial N.V.
Corporate Office: Cranes Farm Road, Basildon, Essex, SS14 3AD
United Kingdom