2024 Theo Award Winner: AAA Northeast
AAA Northeast — a regional auto club offering emergency road service, travel, insurance and financial services — has made the safety of its employees a top priority. With over 3,500 employees across six states, the company faced challenges in reducing workers’ compensation claims, particularly those stemming from musculoskeletal injuries, blunt force trauma, slips and falls, and vehicular collisions.
Recognizing that integrating automatic safety measures into daily operations was key to mitigating risks, AAA Northeast developed innovative approaches to create a safer work environment without burdening employees with extra tasks. The goal was to make safety automatic, pairing it with conscious safe decisions to elevate their workers’ compensation and safety programs.
Tackling the Problem
AAA Northeast implemented three main initiatives to address their safety challenges:
To combat slips and falls, AAA Northeast partnered with Shoes for Crews in late 2022. This program provides employees with a $100 annual credit for slip-resistant safety footwear. The specially designed shoes feature rubberized soles, wide traction lugs, safety toes and a trip guard lug pattern to reduce accidents on various surfaces.
In April 2023, the company fully implemented the Samsara telematics system across its fleet of over 350 vehicles. This technology provides in-cab coaching on safe driving behaviors, including seat belt use, reduced mobile usage, following distance, speeding and drowsy driving.
“When selecting a vendor, we prioritized partners that offered extensive features and comprehensive pilot programs,” said Curtin. “Samsara stood out because they allowed us to trial their systems in various vehicle types across multiple locations, providing the flexibility we needed. Their reporting and customization capabilities were superior to other providers, enabling us to generate reports by location and alert type.
“Simultaneously, we engaged in extensive communication efforts to ensure everyone — from battery technicians to fleet supervisors and managers — understood the reasons behind implementing cameras. This proactive approach, combined with Samsara’s flexibility during the pilot, resulted in a successful implementation without any increase in turnover.”
What these programs have in common is a focus on making safety automatic wherever possible.
“Our decision to make safety automatic stems from our experience running various recognition and incentive programs over the past eight years,” said Ryan Curtin, the organization’s senior safety specialist – human resources. “We found that different people are motivated by different things, and if they’re not motivated by the prize or the way the campaign is run, they’re less likely to engage with it.
“The idea was to take the decision out of the equation in certain aspects. For example, our telematics and Samsara vehicle cameras coach driving behaviors, and our Shoes for Crews program provides the right footwear, which allows for the right safety decision to be made every time.
“Our goal is to integrate safety into the workday wherever possible, recognizing that our employees, especially drivers, already have enough to think about,” said Curtin. “By making some of those safe decisions automatic, we aim to support them and create a safer work environment.”
AAA Northeast also implemented the Northeast Nine (NE9) program, launched in October 2022, which focused on reinforcing employee safety for fleet technicians. This comprehensive initiative includes monthly training bulletins, interactive videos and weekly talking points cascaded through leadership. New hires receive an introduction to NE9 during onboarding, as well as ongoing evaluation through behavioral observations and coaching.
AAA Northeast’s president and CEO promoted these initiatives through organizational communications, demonstrating commitment from the highest levels of leadership. The vice president of fleet operations and senior vice president of member services collaborated with safety specialists to develop and implement these programs.
Success to Build On
AAA Northeast’s multifaceted approach to safety has yielded impressive results. From 2022 to 2023, the company saw a reduction in overall reported incidents to their workers’ compensation carrier, and an even more significant decrease in incidents related to fleet operations.
The severity of reported incidents also decreased substantially, resulting in a sharp reduction in incurred workers’ compensation costs. Most notably, costs related to employee injuries from vehicle collisions plummeted, highlighting the effectiveness of the Samsara telematics system and NE9 program.
Curtin notes that buy-in can be an obstacle for programs such as vehicle cameras, where the “Big Brother is watching us” mindset can be a concern. Curtin offered two solid pieces of advice: Show the benefits, and make it fun.
“There are a couple of ways we’ve been able to change many people’s minds. First, when someone claims that one of our vehicles caused damage or when our technicians report a collision, the camera footage can prove our innocence. That validation is huge for our technicians and insurance employees who handle vehicle incident claims.
“Second, we use gamification. We recently ran a six-week safety campaign called the ‘AAA Northeast Baseball League’ that utilized Samsara data. We focused on two metrics: seat belt usage and mobile alerts. Fleets competed against each other in a fun, game-like format with logos, matchups and prizes.
Organization: AAA Northeast * Location: Providence, RI * Number of Employees: 3,710 * Category: At-Large
“Over the course of the campaign, we saw a 65% reduction in those two alerts combined, resulting in fewer collisions due to distracted driving. By creating an engaging campaign around the Samsara system, we shifted the perception from ‘The system is watching you’ to ‘We’re using this system as a score for a game.’ It was the most successful campaign I’ve seen in my time here,” he added.
Collision incidents specifically targeted by the Samsara system (such as front-end collisions and hitting stationary objects) decreased sharply. The Shoes for Crews program also proved successful, as slip and fall incidents while exiting trucks dropped by more than half from 2022 to 2023.
AAA Northeast’s commitment to “Safety, security and peace of mind” extends beyond its members to its employees. By making safety automatic through innovative programs and technologies, the company has created a safer work environment, reduced costs and improved employee wellbeing. As these initiatives continue to evolve and expand, AAA Northeast is well-positioned to further enhance its safety culture and maintain its status as an employer of choice in the Northeast. &
The Theo Award celebrates its inaugural year, honoring 31 workers’ compensation programs for their excellence and service to workers across the nation. To learn more about the award and amazing qualities each winner possesses, visit here.