There's no room for emotion in the automotive industry, is there?
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As charities go, BEN is pretty unique. They’ve been looking after automotive people since 1905, providing care, support and advice to those working in the Motor and Allied Trades. This might seem niche. But when dozens of psychological studies chart a male reluctance to seek help, and around 85% of this workforce comprises men – BEN offers a vital resource for those in times of need. BEN asked Neo to help create an online environment that allowed both men and women to seek support within their comfort zone. And something that ultimately reduced employee absence, making for a happier, healthier workforce.
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Like BEN, we wanted the website to be a friendly, accessible place where anyone in the industry could take their worries or problems. So we ran some user experience workshops and focus groups to get a feel for what was needed. With the results in mind, we designed and built a brand new site - BEN Help. This was kitted out with stacks of welfare information from the BEN staff, along with a chat room for one-to-one support. And rather than the typical masculine, gritty images often associated with the motor industry, we chose vibrant colours, soft edges and contemporary photography.
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BEN now boasts a secure, user-focused site where automotive employees can access a wealth of information – from how to deal with depression to grants application advice. And employers can finally offer a viable support service for their staff. BEN Help is still in its pilot stage before being rolled out across large automotive companies like Citroen. But having received thousands of hits in its first few months alone, we think the service shows huge potential.
Ben