Spike is the safety dog at the center of the campaign. Big, muscular Spike may seem intimidating and formidable at first, but the safety poster series quickly dispelled this notion by depicting spike as the lolling-tongued, friendly companion that he is. Similarly, bringing up safety concerns to management may at first seem intimidating to an employee, however with the backing of the safety campaign this anxiety can be eased. Spike and the safety campaign have helped employees feel ‘safe’ bringing up safety concerns to management.