Because our business is driven off by strong insight research and understanding of underlying challenges facing both the industry, as well as the branding/businesses in question, we have rolled out work in the mining industry that only touches upon the most important consideration in this industry which is employee awareness on the importance of safety, but also changing the culture with which safety is approached both in the work place and in the private lives of miners. In this particular industry we have often had to turn to our expertise in behavioural change, such as what we applied to Liberty, and understand through focus group research the daily challenge of low levels of taking responsibility for one’s personal safety in one’s private life, compared to the being bombarded with messages of being safe everyday, and their expected behaviours.