DOL OSHA
Issues/Challenges:
Occupational Safety and Health Administration (OSHA) wanted to reinvigorate its image through a re-branding process that would include a new slogan and inspirational messages for their business and youth worker audiences. The Lindberg Group was faced with the challenge of testing key messages and materials, over a short period of time and on a restricted budget, as well as developing a series of educational outreach materials targeted at key audiences based upon findings from the testing.
Strategies:
- Conduct focus groups (the most effective way to test the messages in a relatively short period of time)
- Have focus group members provide us with a good sampling of opinions and the opportunity to probe reactions and responses concerning the slogan and messaging
Activities:
- Develop a series of six focus groups in two representative cities to test the underlying messages for OSHA: Safety and Health Add Value … To Your Business, To Your Job, To Your Life
- Recruit two distinct groups—white-collar and blue-collar workers—representing management and employees (union and non-union), small and midsize businesses, and a cross section of incomes and ethnicities
- Bid out sites, recruit individuals, and hire and train moderators for the sessions. Encourage the audience to not only describe their likes and dislikes, but also their complete thoughts regarding the words in the slogan and associated messages
Results:
Lindberg Group produced three summary analysis reports for OSHA, along with compelling video transcripts from the focus groups. The insight from the focus groups, along with the analysis provided to OSHA, resulted in subtle modifications of the slogan and messaging which helped break down resistance from key stakeholders. The resulting changes were successfully incorporated into the new creative design work and eventually used on the OSHA web site and in new partnership educational materials.