One of five flagship programmes of the International Labour Organization, ‘Occupational Safety and Health – Global Action for Prevention’ was founded to combat the millions of preventable deaths, injuries and illnesses that happen every year in workplaces around the world. Without a clear identity or communications platform, the 3-year old programme had multiple effective initiatives but was having difficulties commanding the attention of governments and bringing attention to the issue. We started by developing a shorter mission-focused name – Safety and Health for All – and a positioning strategy based on an inclusive approach to mobilizing a movement. A bold multilingual identity and tightly-structured visual system bring clarity to their activities, while heroic imagery of workers from around the world keep the focus on the beneficiaries of their work. Photos ©ILO