Ever felt that health and safety can be, well… a bit dull? Jon Fry thinks so too, and he's on a mission to change it. From sawmills in mid-Wales to safety consultancy and copywriting, Jon shares how small shifts in tone, humour and empathy can turn safety from a chore into a culture people actually care about. We explore how to communicate with impact, borrow lessons from marketing, and use data, pragmatism and a dash of humanity to make work genuinely safer, and more enjoyable. Highlights: Reframing safety: Making it relevant, engaging and human to boost buy-in and culture The power of communication: What safety professionals can learn from marketing and copywriting "What's in it for them": Why focusing on benefits for others transforms engagement Using humour and empathy: How to build trust and break through resistance From data to decisions: Why categorisation matters more than counting incidents Resilience and pragmatism: Balancing compliance with workable, people-focused solutions Simple frameworks: How to hook attention, highlight problems and drive action Taking action that sticks: Turning conversations into consistent, lasting behaviour change 👉 Take action: Sign up for a future Safety Roundtable: https://safetyroundtable.co.uk/ Connect with Jon on LinkedIn: https://www.linkedin.com/in/jonfryehs/ Connect with Christian on LinkedIn: https://www.linkedin.com/in/christian-harris-slip-safety/ Get your free ticket for Risk Europe: https://www.tickettailor.com/events/grcworldforums/1502327/r/risk-europe-slip-safety

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