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Bosch Power Tools is a manufacturing pioneer with more than a century’s worth of experience. The Bosch Group employs nearly 34,500 associates in more than 100 locations across North America.

Make Dust History.


The Occupational Safety and Health Administration (OSHA) issued a final rule on silica dust exposure in 2016, a move that would affect nearly every construction worker in America. The entire industry was warned: On September 23, 2017, be prepared to change.

About 2.3 million workers are exposed to respirable crystalline silica, a mineral linked to everything from lung cancer to kidney disease, in their workplaces. OSHA estimates its rule will save more than 600 lives and prevent more than 900 new cases of silicosis each year.

Bosch Power Tools of North America had a responsibility: protect its tradespeople by developing products that eliminate respirable crystalline silica on the jobsite, and furthermore, educate the masses on why complying with this new safety ruling is so important. Tech Image was there to help.

The Challenge


Silicosis may be deadly, but professionals working in the trades inherently have strong opinions and can be exceptionally stubborn. A majority of tradespeople were agitated by the new OSHA ruling that would force them to purchase expensive equipment to curb respirable silica, and Tech Image’s PR campaign needed to address this.

That’s why Tech Image and Bosch Power Tools focused so intently on an “education first, products second” approach to the campaign. Our library of content and media assets detailed exactly why and how construction pros should prepare their jobsite for the September 23 deadline, mentioning specific products as the secondary message.

Tech Image developed a strong partnership with the construction and mainstream media, knowing the message needed to be broad. Additionally, the campaign would need to last beyond the September deadline, or nearly a year. Just because it was the final date to become OSHA compliant didn’t mean everyone in the industry would be.

The Idea


The campaign kicked off at World of Concrete 2017. As one of the industry’s largest events, there was no better stage to begin asking: Are you ready?

The Bosch Power Tools booth housed an enormous countdown clock as the centerpiece. During the three-day event, the media relations team scheduled 55 interviews about the pending deadline.

Following the event, Tech Image pushed Bosch solutions hard. The team launched nine new products specifically pertaining to silica dust control.

While Tech Image coordinated hundreds of product-seeding efforts, Bosch sent more than 30 of the most powerful influencers new OSHA-ready tools. Dubbed the “Be Safe Campaign,” the surprise shipment wasn’t to entice product reviews, but to let users know Bosch wanted them to be safe while creating new content.

On social media, we pooled funds months before the deadline and developed the “To the Deadline” campaign. Intended to remind users of the upcoming ruling, the large-scale paid social campaign used a mix of custom landing pages and media relations wins as a final push. The message was a culmination of nearly a year’s worth of PR outreach.

The Results


Tech Image opened more than 150 media opportunities as a part of the, “Make Dust History” campaign, with those placed responsible for more than 41 million unique monthly viewers in 2017.

Following the 55 media interviews Tech Image secured at World of Concrete, TrendKite research showed Bosch consumed 42 percent of the media share of voice versus its competitors in 2017.

On the social media side, the Facebook paid social campaign generated 175,000 impressions, and the paid YouTube campaign achieved even greater results, accumulating more than 25,000 views.

Key Metrics


Interviews at World of Concrete


Campaign Readers


Media Share of Voice


Social Media Impressions

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