For Better Safety, Start Telling Better Stories

Why are we so bad at getting safety messages to stick? Year after year, despite all the data, posters, and rules, we still see preventable incidents. The problem isn’t the facts themselves, it's how we present them. We’re using a language our brains aren’t wired to understand: statistics.

Instead of just presenting numbers, we need to start telling better stories.

Neuroscience shows our brains connect more to stories than to data. When we hear a story, our brain activity increases dramatically as we engage multiple regions, from those that process language to those that handle sensory and emotional experiences. This is why stories are so powerful; they’re up to 20 times more memorable than facts alone.

Stories create a direct emotional connection. They allow us to put ourselves in someone else's shoes, feeling their fear, relief, or struggle. This empathy is key to shifting beliefs and influencing behaviour. Statistics might give us a "why," but a story gives us a "what if" that resonates on a deeper, more personal level.

Traditional safety communication is often about compliance, "follow these rules”. This approach can make safety feel like a chore. Stories, however, shift the focus from rules to real-life "what if" or "what happened" scenarios. They highlight the human impact of safety choices.

Focus on the human element: Instead of just a poster about ladder safety, share a story about a team member who was saved by using a three-point contact.

Encourage leaders to share: When a leader shares a personal lesson or a close call, it builds trust and shows that safety is a shared value, not just a policy.

Build a culture, not a wall of posters: A company’s culture is built on its shared stories and experiences, not on statistics and compliance checklists.

Storytelling isn't just a communication tactic, it's a strategic move that leads to tangible business benefits. Engaged and vigilant employees lead to fewer incidents, less downtime, and a more resilient workforce. When people connect with the "why" behind safety, they don't just follow rules, they become active participants in a culture of care.

So, leaders, start gathering and sharing your organisation’s safety stories. Find the personal triumphs, the near misses, and the lessons learned. Turn your data into narratives, and watch your safety culture transform.

This short and snappy read is part of our Safety Snacks^© series, made for busy safety pros who like their insights one bite at a time.