We re-engineered how safety is communicated at Georgia Tech to ensure compliance in high-risk environments. By turning complex operational risks into visceral, high-grit awareness, we delivered a radical drop in lab incidents. This wasn’t just a campaign. It is a proven safety protocol that continues to protect students and mitigate institutional liability year after year.
Competitive Attention.
To change behavior, you must first earn the attention of a distracted audience. We moved beyond traditional campus messaging to engineer a “shock” campaign designed to cut through the information fatigue of a modern university. By creating visceral visuals of potential accidents, we bypassed the noise to establish an immediate emotional connection with the student body.
Strategic Education.
Once attention was secured, we deployed a preventive education system across email, social, and physical touchpoints. We translated complex operational risks into a simplified brand language that prioritized Personal Protective Equipment (PPE) as a high-status necessity rather than a bureaucratic requirement. This cohesive brand overhaul ensured that every safety protocol was immediately recognized and understood across the entire digital and physical campus infrastructure.
Primary Theory