The document outlines a campaign promoting the idea that 'safety rocks' to inspire trust and loyalty among customers by emphasizing shared beliefs and feelings. It suggests various strategies, such as national advertising, awards, and themed promotions to encourage safety consciousness in a fun and engaging way. Ultimately, it aims to redefine safety as a desirable and cool concept, fostering community and celebration around safety practices.

1. Leading and Inspiring
a New Safety Revolution
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2. What if we could LEAD and INSPIRE
people to like, follow, trust and buy
from us on the basis that they
believe what we believe?
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3. 3
The Golden Circle
WHY
HOW
WHAT
 People don’t buy WHAT we
do they buy WHY we do it
 Do business with those who
believe what we believe
 Feelings like trust & loyalty
and buying decisions at the
WHY (gut) level

4. WHY are we in business?
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(What’s Our Purpose, Cause, Belief?)
We believe in the Value of Keeping People Safe
“We Do Whatever it Takes to Keep You Safe”

5. 5
“We have the awesome ability to impact the lives
of people, their children, families, friends and
future generations by keeping them
safe and accident free.”
“The Wonderful Life Effect”

6. We’re NOT Brain Surgeons
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We’re Safety Surgeons!

7. Safety Surgeons: Cutting Out
Unnecessary ER visits & Surgeries
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8. 8
Safety Surgeons: Cutting Out
Premature Funeral Appearances

9. 9
Safety Surgeons: Cutting Out
The Need for Injury Capitalists

10. What if we believed and inspired others
to believe that “SAFETY ROCKS!”
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Let’s think different and start a
campaign that challenges the status
quo and inspires people to believe
that it’s cool to be safe and
perform like a Safety Rock Star!

11. Let’s also make our customers feel
like Safety Rock Stars!
Share the belief that “Safety Rocks” and that
what they do really matters.
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“People will forget what you said, people will
forget what you did, but people will never
forget how you made them feel.”

12. If customers believe that “Safety Rocks”
and we make them feel like
“Safety Rock Stars”…
They’ll become trusted loyal followers
of our rockin’ safety revolution and will
rock our revenues!
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Shared Belief
“Feel Good”
WHY

13. Let’s Create a National
“SAFETY ROCKS!” Campaign
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 National Co-op Sponsored Ads like…
“This is Jon Bon Jovi telling you there are no
shortcuts on the road to music success, just like
there are no shortcuts on the road to safety.
Be a Safety Rock Star and play it safe at work,
home, or play. Your BIGGEST FANS want you to
‘rock on’ for a long, long time. SAFETY ROCKS!!!”
This message brought to you by DiVal Safety
and our sponsors:

14. Let’s Create a National
“SAFETY ROCKS!” Campaign
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 National Co-op Sponsored Ads like…
“This is Ivan Doroschuk telling you there are no
shortcuts on the road to music success, just like
there are no shortcuts on the road to safety.
Be a Safety Rock Star and play it safe at work,
home, or play. Your BIGGEST FANS want you to
‘rock on’ for a long, long time. SAFETY ROCKS!!!”
This message brought to you by DiVal Safety and
our sponsors:

15. Let’s Create a National Annual
DiVal “SAFETY ROCK STAR” Award
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 Publicize across Email & Social Network Channels
Distribute “Top Workplaces-
like” Survey via email and
Social Media channels to
nominate and vote on
individual and company
WINNERS.

16. Let’s Create a National Annual
DiVal “SAFETY ROCK STAR” Award
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 DiVal “Safety Rock Star” Award
(MTV or Emmy-like)
 Awarded at our Annual Safety
Summit
 Presented by Dale (DiVal’s
Anthony Robbins) and a
Rock Star celebrity

17. Let’s Create
“Silver, Gold, Platinum & Double
Platinum Safety Record” Awards
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 Similar concept to SILVER, GOLD, PLATINUM and
DOUBLE PLATINUM RECORDS but awarded based on
#’s of Consecutive Accident Free Days Recorded.

18. Let’s Think ‘Out of the Box’
A “SAFETY ROCKS!” Delivery Box
“Prize Inside” Promo
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 Use “Rock-n-Roll” themed items that communicate
both physically and verbally that “Safety Rocks”,
they “Rock” or that they are a “Safety Rock Star”

19. In Summary
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 Get people to think & believe as we do
that “Safety Rocks!”
 Life is the stage for all Safety Rock Stars
to give their BEST performance
each and every day!
 WHY? Do it for their BIGGEST FANS
who want and need them to “rock on”
for a long, long time!

20. Leading and Inspiring
A New “Safety Rocks” Revolution
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