BEAST LABS
CRISIS COMMUNICATIONS
CONTENTS
Introduction
Crisis team
- Members, roles & responsibilities and contact details
Incident escalation process
Scenario mapping
- Campaign incidents
- Campaign reactions
Q&A
INTRODUCTION
The purpose of this document is to ensure that the Beast Labs team can effectively and efficiently respond to real-time crisis and communications issues during the Beast Labs Activation. This document identifies and assesses potential incidents and should be used to guide escalation and responses if an incident were to occur.
CRISIS TEAM
A crisis team has been created with representatives from key Beast Labs and brand functions and all agencies working on the campaign. The contact details and roles and responsibilities of the team, if an incident were to occur, are listed below. Each representative has also nominated a deputy who will sit in their place if they are out of the office.
A high-risk incident will require the crisis team to be immediately notified via WhatsApp (to be set up by Jackanory) and assembled on a conference call for an incident briefing (see page 3 for more details).
Moose Toys
Emma King
Brand Manager
Moose Toys
M: 07399 122823
Emma.king@moosetoys.co.uk
Highlight PR
Natalie Clark Medina
Associate Director
M: 07540 065888
Highlight PR
Alison Vellacott
Director
M: 07754 834035
Jackanory
Lucy Gillions
+44 (0) 7885 863 015 / lucy@wearejackanory.com
- Support brand and corporate team in assessing impact on experiential activation
INCIDENT ESCALATION
The process below outlines the steps that must be taken dependent on the level of risk of the incident (see page 5 for assessment of incidents).
Given the nature of the campaign, on site incidents may be first responded to by Event staff. All experiential staff must be briefed to inform Lucy Gillions @Jackanory as soon as an incident occurs (following informing emergency services as required).
Then escalate as needed following the below:
ALL EVENT STAFF TO BE BRIEFED ON THE ABOVE AND CALL SHEETS TO BE PROVIDED
High risk:
- On site staff to call emergency services immediately as required
- Inform crisis team via WhatsApp (or in person) with top line description of incident. Incident lead will be Emma – Moose Toys
- Crisis team to join immediate conference call on Emma’s instruction:
Join my conference call:
- Dial-in number: 0330 336 0036
- Enter Guest PIN: 069560
Medium risk:
- Inform brand team and PR team (Moose Toys/ Highlight) via WhatsApp (or in person). Detailed description of incident and contact details to be included.
Low
- Inform brand team and PR team (Moose Toys/ Highlight) via WhatsApp- description of incident to be included.
SCENARIO MAPPING: CAMPAIGN INCIDENTS
The following potential campaign incidents have been identified and assessed into three categories – high, medium and low risk – depending on the potential impact on the campaign and brand reputation.
High risk:
- Security incident
- Protest
- Death or accident/injury*
*Accident to be assessed and categorised by appropriate risk level
* Injury due to experiential element (as accident)
Medium risk:
- Light and sound sensitivity
- Allergy reaction to anything used/consumed
Low risk:
- Health and safety breach
- Consumer becomes victim of theft while at event from staff
- Poor staff service
The incident escalation process on page 3 should be used to inform the wider team as required.
We have also examined these potential incidents for any other actions that may need to take place if the incident occurs and mitigation points to be addressed prior to the event. These are detailed in the following pages.
HIGH RISK:
Security incident
- Security incident
Mitigation actions (status to be confirmed by production team):
- Check local police have been informed by local council of event taking place so any alerts can be received as soon as possible
Holding statement* (to be used while details of the incident are established):
A serious incident occurred during our Beast Labs Activation at Aures London, 18 Leake St, London SE1 7NN this afternoon. We are doing all we can to assist the authorities at this time. As soon as we are able to provide any more details, we will share an update.
- Security incident in UK / increase in national threat level to critical or other security warnings
Additional actions above incident escalation:
- Crisis team to make a decision within an hour on whether planned events need to be cancelled or postponed
Holding statement* (to be used while details of the incident are established):
The safety of the visitors to our Beast Labs Activation is our utmost priority. As such, given recent incidents at a location in close proximity to the event / the increase in national threat level, we have taken the decision to close the activation until further notice. We apologise for any disappointment this may cause.
Protest
Additional actions above incident escalation:
- Notify police that there is protest activity and ask them to come immediately to the site
- Assess protest activity (working with police) for any threat of harm to staff or visitors. If a threat is identified, the event must be closed immediately to protect those at the activation
- Keep the crisis team updated of any photographers photographing the event or any increases in numbers of protestors
Holding statement* (to be used while details of the incident are established):
We’re aware that a demonstration is currently taking place at our Beast Labs Activation at Aures London, 18 Leake St, London SE1 7NN. Together with the Metropolitan police, we are monitoring the situation and will take the decision to close the event if we feel that at any point there is a risk posed to our visitors or staff.
If event has been closed: The safety of the visitors to our Beast Labs Activation is our utmost priority and we have taken the decision to close the event today in light of the demonstration currently taking place at the site. We apologise for any disappointment this may cause.
Accident or death
Mitigation actions (status to be confirmed by the production team):
- All necessary health and safety procedures and qualifications to be checked are in place
- First aider to be on site at all time (Aures)
- Electrical Safety checks all undertaken prior to activation
- All Event staff to be briefed on actions required if an accident occurs
- All Event staff to be briefed on where there is a phone to call emergency services if required
Accident: Additional actions above incident escalation:
- Jordan Wilson/ Lucy Gillions (Jackanory EM) to make call as to whether accident needs to be escalated as high risk or medium risk depending on severity, cause etc.
Holding statement* – for high risk accidents only (to be used while details of the incident are established):
A serious accident occurred today during our Beast Labs Event at Aures London, 18 Leake St, London SE1 7NN. Moose Toys and Jackanory/Highlight are doing all we can to assist the authorities in their investigations and establish what happened today. As soon as we know more, we will provide an update.
Death: Additional actions above incident escalation:
- One on-site staff member to be nominated to liaise with companions in a caring and considerate manner
- Event to be closed immediately
Holding statement* (to be used while details of the incident are established):
A serious incident which sadly involved the death of a visitor during our Beast Labs Activation at Aures London happened today. First and foremost, we wish to pass on our sympathies to the family of the deceased at this time. Moose Toys and Jackanory/Highlight are doing all we can to assist the authorities in their investigations and establish what happened today. As soon as we know more, we will provide an update.
MEDIUM RISK:
General holding statement* (to be used while details of the incident are established):
We’re aware of the [insert incident] that happened today during our Beast Labs Activation at Aures London, 18 Leake St, London SE1 7NN. We’re working with [insert relevant parties] to establish what happened today (if needed: and provide assistance to [insert relevant party].
Ingredient allergy reaction
Mitigation actions:
- All foods are given with allergen information
- Event staff to be briefed on ingredients of products
- Ingredient allergy signs to be present with the science buffet
Light/sound reaction
Mitigation actions:
- Disclaimers displayed to indicate there will be a light and sound show
- Event staff to be briefed on all aspects of activity
- Upon check in staff will clarify light and sound show
- All guests informed of activation prior to activity
LOW RISK
Health and safety breach
Mitigation actions (status to be confirmed by Jackanory):
- All necessary health and safety procedures and certificates to be checked are in place
- Slippery when wet and cleaning signs available and used if / when necessary
Consumer becomes victim of theft while at event
Mitigation actions:
- Signs to be posted on-site stating visitors have responsibility for their own items
Additional actions above incident escalation:
- On-site team to work with consumer to report incident to police
Poor staff service
Mitigation actions:
- All staff to be briefed thoroughly that they are representing brand
- All sampling staff to be briefed on regulations and any controversial issues
Additional actions above incident escalation:
- Social statements to be issued
*Issuing a Holding Statement if a crisis occurs:
These statements will be published on www.moosetoys.com
Emma King will be responsible for arranging for the holding statement to be uploaded once the need is triggered within our initial assessment of any problems that arise.