Project Description

‘Doing something different’ for its office-based staff

Tideway, the organisation delivering the Thames Tideway Tunnel, a 25km ‘super sewer’ under the Thames, is always looking for innovative ways to engage its people in health, safety and wellbeing. 

As part of a wider culture change programme, they asked Tribe to ‘do something different’ for all of its office-based staff – to help them understand that safety is not just about the workers in the tunnel and the decisions they make can have far reaching implications. 


Focus Groups

The project started with a series of employee focus groups to gain an understanding of how people at Tideway viewed health, safety and wellbeing.


Virtual Reality Experience Workshops

We introduced Tideway to our virtual reality technology. Wearing VR headsets and using 360 degree film footage, attendees were immersed in a previously filmed drama and narrative. They became part of a series of incidents and conversations, allowing them to interact with the characters and intervene in safe or unsafe behaviour.

We filmed both in their offices and along the River Thames, stopping at strategic locations along the route of the tunnel. The headsets were removed at suitable points throughout the workshop to engage in lively discussion and role play.

‘Prezi’ Tool

The content of the workshops was brought together using ‘Prezi’ – an interactive presentation tool.

The finishing touches

To add variety and aid discussion, we produced life-size graphics of all the characters involved in the film. We provided an ‘Instagram frame’ for people to photograph themselves, as well as badges for them to take away.

Rightway Resolution Roadshow

As part of the company’s ‘Rightway’ initiative, we asked individuals to think about what they could do differently to make a difference to health, safety, wellbeing or quality and make a pledge for the new year.

They presented their pledges in a number of imaginative ways, to our ‘roving camera crew’. Our production team edited all the videos to create a series of short films to be used at a company event in the new year.


Over 250 employees attended a VR workshop over the course of 6 months.

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