Esmée Kramer

Sociale veiligheid

About the project

Royal FloraHolland wanted to strengthen social safety in the workplace by addressing issues such as verbal abuse, bullying, intimidation, and discrimination. With a diverse workforce, clear and accessible communication was key. The campaign messaging was delivered in Dutch, English, and German, defining unacceptable behavior and shifting focus toward positive actions under the call to action: “Make the switch!” Innovative tools and channels brought the message to life. From WhatsApp GIFs and posters to physical activations such as: The Conversation Cube - sparking discussions about boundaries at internal events Floor Tape – a visual cue in shared spaces prompting dialogue about acceptable behavior We also visualized the reporting process, ensuring everyone knew how to act and fostering transparency and trust.

My share

• Developed the campaign concept and overarching messaging
• Designed and applied all visual elements across media
• Oversaw art direction, image selection, and material placement
• Researched and proposed physical activations to make the topic tangible
• Guided the translation of social safety guidelines into clear, accessible communication

About the client

Royal FloraHolland is an international leader in floriculture, employing a diverse team across many roles, backgrounds, and cultures. By prioritizing social safety, the organization reinforces a supportive and inclusive working environment.