A culture of safety and care and concern for others is core to the culture of Terracon. The fun Safety Week internal campaign message was to “Work Like a Champion,” meaning that part of doing a great job means following Safety Rules and Practices. Three new rules and practices were introduced in early 2016, so the Safety Week campaign theme “Work Like a Champion” reinforced awareness of the new rules, and the importance of following them on the job and at home. Our daily video series used a light-hearted sports broadcasting metaphor to demonstrate our new rules “in action.” ESPN Sports Center–style commentators made observations about “champions” (employees from our Denver office) as they warm up for work, use a parking cone, and find ways to avoid cell phone use while driving. The sports television theme and the use of real employees made the videos approachable and relatable to our wide range of internal audiences, from office workers to field technicians and drillers – and relevant to our external client and contractor audiences as well. The commentators were members of Terracon’s executive and senior leadership teams, to demonstrate a top-level commitment to safety and our Safety Rules and Practices.