National Safety Council: Stopping Everyday Killers

The National Safety Council (NSC), a non-profit public service, increased awareness of the dangers of taking opioids in the US by creating a memorial with a wall of pills that had the faces of overdose victims carved into them.

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.

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