TAQA’s Intelligent Safety programme introduced a new and fresh approach to safety which integrated a range of communications activities. The Fifth Business was brought in to work closely with TAQA to produce a communications strategy, which would build on the behavioural aspects of safety based on contemporary learning and psychological theories. The programme resonated with the audience and this was evident through interest expressed by a number of employees to become involved. Sixty employees, made up of staff and contractors, were recruited and trained to become Intelligent Safety Coaches, ambassadors who could champion the new safety behaviours. The safety programme was supported by further communications activities such as a dedicated intranet site, town halls, video series, leaflets, lift stickers and desk drops. The Fifth Business won multiple awards for this campaign, including an Institute of Internal Communications and a CIPR award.