Technical analysis of system safety and identification of measures to manage the risk is only part of the role of a system safety professional. Results cannot be produced without individual and organisational engagement, at client, regulatory and professional levels. Many in their professional career have experienced the frustrations of putting forward clear evidence for action required, based on sound principles, then watching the message fall on stony ground, overridden by competing priorities. Working in safety a principled determination and independent mindset is an essential part of the role. As a sector we remain committed and creative in propagating what needs to be heard, being ‘negative to be positive’, and so ‘reaching the parts’ others don’t easily reach. Whilst it may be hard, many times we manage to achieve the right outcome, complying with the law and up-holding safety principles But can anything else be done to improve the ‘stickiness’ of the message? Is it reasonably foreseeable to assume that if the message were framed differently more progress might be made, more promptly and with longer lasting effects? Given the state of necessary tension (sometimes called ‘chronic unease’) we exist in, and the long-standing recommendation to learn from other sectors it is worthwhile casting our net wide to see what might make us better ‘influencers’ and to share that learning. Calling on practical experience of political campaigning, crafting scripts and storylines across all media and gathering up a medley of ideas from fields diverse as health campaigns, behavioural economics, hostage negotiation and ancient Greek rhetoric, this presentation will outline some field-tested tools that system safety professionals may wish to use. Case studies and results achieved, along with examples of do’s and don’ts, and red lines to avoid, will be highlighted.