Help me with Marketing

I work in the Occupational Health & Safety area. We are currently pulling together a list of accountabilities to do with safety for each management level of the business. Once we have these identified we want to build the appetite for the accountabilities within the business and sell this initiative to the business. In essence the key to this whole project will be how creative we can be to market and sell the message and drive the need for it. The first step will be to establish the need and sell it (maybe via video, multimedia or other engaging means). We need to research real tangible examples historically from our incidents and the follow on effects of not working to accountabilities at each level and set the context for the need. The accountabilities themselves will not be onerous and will be relatively straight forward, ideally we will fit them on a page for each level of the business (4 levels). We want the business then to have the appetite to seek further information if required, not to spoon feed them with a broad multiple page document that people will get lost in. The accountabilities will need to be simple, clear statements and presented with a little bit of marketing flair. Then we need a rollout process for the business that enables these to be constructed into conversations within the business both positively and negatively. We want this to promote self motivated learning, ie seek further clarity rather than wait to get told. Rollout could also include scenario based learning, covering off real situations and incidents revolving around their accountabilities. Thirdly, if people can't meet their accountabilities there must be a process that must be followed for exemption which would require signoff at a higher authority level accepting accountability in their place (will work out this process separately along with the actual accountabilities). Finally, we need to get this done in the next 8 weeks with another 4 weeks for the initial rollout. We already have support on the process/content side of things but we're planning on engaging a journalist/marketing savvy person to help with the storytelling and the sell...