Create an identity for GM that represents their safety initiative. GM wants safety to be ingrained in the culture, similar to environmental awareness. The identity should appeal to all global employees and work across all cultures. GM not only wants to eliminate all fatalities, but also eliminate all injures and even events that almost caused an injury (sentinel events).
Safety tends to be a major focus when an employee is injured or when there is a fatality. It then sometimes fades as employees concentrate on their jobs and everything that has to do with their work obligations. Some employees, especially those who have been with the company for a while, tend to become complacent with their actions over time and forget to stay aware of safety concerns. Our approach was to make safety a personal issue. GM wants each employee and visitor to a GM facility to return home safely. Our goal was to develop a name for this initiative and an identity that would resonate with employees on a personal level. We want to make them understand that they are responsible for their safety at work, as well as the safety of their co-workers. Obviously GM employees would suffer in the event of an accident or a fatality, but their friends and family would also suffer loss.
We developed a name for the initiative: It's Personal. This name simply reminds employees of their responsibility to work safely and to make sure their work environment is safe for everyone. The tagline, Own It, reinforces this message. The logo creates a person by using an actual GM steering wheel for the body, and a dashboard gauge becomes the head. The outstretched arms of the figure symbolize the concept that all GM employees are part of the GM family, everyone cares for each other, and all will be diligent when it comes to the safety of themselves and their fellow employees. The figure also symbolizes the welcome employees get when they return home safely.
The client was very happy with this identity. At GM facilities all over the world employees are using this logo on materials even when they weren't being asked to do so. The spread of the safety message has been spread consistently since the initiative has begun and has even increased in volume. Along with daily reminders GM has made Safety Week a major event worldwide with more avenues of communication being explored all the time.