The Occupational Safety and Health Administration (OSHA) wanted to reinvigorate its image through a re-branding process that would include a new slogan and messages aimed toward employers and young adult workers. The Lindberg Group was tasked with developing and testing key messages and materials over a short period of time and on a limited budget.

The Lindberg Group developed 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.” Two distinct groups were recruited to participate - white-collar and blue-collar workers - representing management and employees (union and non-union), small and mid-size businesses, and a cross-section of incomes and demographic backgrounds.

After organizing and facilitating the focus groups, the Lindberg Group produced three summary reports for OSHA. The insights and recommendations from the focus groups, resulted in modifications to the slogan and messaging to address key concerns of stakeholders. The subsequent changes were successfully incorporated into the new creative design work and eventually used on the OSHA website and in its partnership educational materials.