It is about caring for one another and demonstrating that care on a daily basis.
It is about all workers going home safely every day.
It is about a mindset intolerant of any level of injury.
It is about taking responsibility for your own safety and those that work with you and around you.
It is about being proactive and asking questions such as what is the most dangerous thing that can happen to me on this job/task and how can I mitigate against it?
It is about an attitude of choosing to follow the safety rules and procedures (versus having to follow them).
It is about speaking up and expressing your concern when you see something unsafe.