In 2016, the National Safety Council (NSC) had almost no awareness in the US. They had been so focused on their mission, eliminating causes of preventable deaths, that they hadn't been building their brand.
We believed that they could save more lives if people knew who they were.
We set out to turn NSC into a brand people recognized. We harnessed a cultural truth — that Americans fear the once-in-a-life-time deaths, not the everyday ones more likely to kill them — to establish their new brand platform: Stop Everyday Killers. In order to build momentum, we launched the platform...