Can we have some safety please?

I was engaged by an industrial company to provide leadership courses for their junior and senior managers. About a month before one of the leadership courses, I was asked to meet with the HR director at the company’s head quarters and was told that the company had experienced quite a few industrial accidents that involved fatalities. The trend was disturbing and despite repeated ‘requests’ from top management, an onslaught of powerpoint presentations by safety officers and the leadership, not to mention intranet publications about the need for safe behaviors, the safety record was barely improving. I was told that something was wrong with the safety culture and it was imperative that I spent a morning on this subject in the course. “Please design a session so that our employees understand the importance of safety.” What to do?