Transforming Safety Culture: How Reel Film Helped Severfield plc Raise the Bar with Accessible Induction Videos

At Reel Film, we believe safety is more than a box to tick - it’s the foundation of a thriving workplace. When Severfield plc, the UK’s market leader in structural steel, approached us to overhaul their health and safety induction process, we saw an opportunity to make a real impact. The result? A suite of transformational, accessible induction videos are embedded across Severfield’s business, supporting everyone from office staff to factory visitors.

Accessibility for All: Reaching Every Audience

Severfield’s workforce is diverse, spanning office teams, site operatives, contractors, and visitors. Our first challenge was to ensure the induction videos would be accessible, engaging, and relevant for everyone, no matter their role, experience, or familiarity with the environment.

We worked closely with Severfield’s safety and people teams to understand the unique needs of each audience. Clear, jargon-free language, on-screen text, and voiceover options were baked into every script. We also designed visuals and animations to reinforce key messages, making information easy to digest for viewers with different learning preferences or language backgrounds.

Meticulous Pre-Production: Planning for Safety and Success

Health and safety content leaves zero room for error. Our pre-production phase was exhaustive - storyboarding every scene, mapping out site-specific risks, and collaborating with Severfield’s safety officers to ensure every message was accurate, compliant, and up-to-date.

We scheduled site visits to walk through each filming location, identifying hazards and planning safe routes for our crew. Risk assessments were conducted not just for the content, but for our own team too - ensuring our filming wouldn’t disrupt operations or introduce new risks.

Clarity is Key: Covering Safety Aspects Concisely

With safety, clarity is non-negotiable. Our scripts focused on the essentials: site rules, PPE requirements, emergency procedures, and behavioural expectations. Each segment was concise and direct, using real-world scenarios to show why the rules matter - not just what they are.

Filming in High-Risk Environments: Safety First

Capturing footage inside live factories and construction sites calls for extreme care. Our experienced crew followed Severfield’s site protocols to the letter, donning full PPE and working under close supervision. We used lightweight, mobile equipment to minimise disruption and reduce risk, and scheduled shoots to avoid peak operational hours.

Film vs. Animation: Choosing the Right Medium

Some safety messages are best shown, not told. For complex processes or hazardous scenarios that couldn’t be safely recreated, we turned to animation. Motion graphics illustrated invisible risks (like fire routes or machine hazards) and made abstract policies easy to understand.

For other topics - like site walkarounds, PPE demonstrations, or team introductions - live-action footage brought authenticity and relatability. This blended approach ensured every message landed with maximum impact.

Repurposing Footage, Keeping it Fresh

Efficiency matters, especially for a large organisation with multiple sites. We developed a modular content approach: core safety messages were captured once, then tailored to each location using site-specific footage and graphics. This allowed Severfield to roll out consistent, high-quality inductions everywhere, while still making each video feel unique and relevant.

Supporting Business-Wide Implementation

A great video is only valuable if it’s used effectively. We supported Severfield through the rollout, providing files in accessible formats for online platforms, internal systems, and on-site screens. We also created short, shareable clips for toolbox talks and refresher sessions, helping to embed safety culture at every level of the business.

The Results:

Severfield’s new induction videos are now a cornerstone of their safety programme - welcoming new starters, guiding visitors, and supporting ongoing training. 

The feedback? Improved engagement, better retention of critical information, and a visible step-change in safety culture.

At Reel Film, we’re proud to play our part in making workplaces safer, smarter, and more inclusive. If you’re ready to transform your own induction process, let’s talk.