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Branding the campaign 

The Open brand was chosen following interviews with a range of people who work in and use health services, including patients, clinicians, board members and management. There was consistent feedback that the brand must represent transparency, participation, teamwork and shared learning, as these are key to improving patient safety.

Key messages

The Open brand key messages capture the importance of:

  • change, innovation and sustainable innovation
  • doing the right thing, and doing it right
  • first, doing no harm
  • supporting an honest, transparent and respectful culture
  • listening carefully and communicating clearly
  • acknowledging mistakes and learning from them
  • working as a team and across teams
  • working across hospitals and communities
  • sharing learning and learning from the success of others.

Read more about the campaign in our questions and answers section.