Modesty Threatening Our Mission
The National Safety Council is an American non-profit whose mission is to save lives by eliminating preventable deaths from causes like falling, choking, car accidents, and drug overdoses.
For over 100 years, we had been laser-focused on our mission. However, we prioritized campaigning about the issues at the expense of brand-building.
So, in 2016, despite this century-long legacy, most Americans had never heard of us. We had <1% top-of-mind awareness and 1% unaided awareness.1
We realized our modesty was actually threatening our mission; we could save more lives if people knew who were were.