The effectiveness of an airline’s safety management system (SMS) is often measured by the number of reports it receives, therefore, providing an environment and technology that encourages voluntary reporting is a critical dynamic in a fully functioning SMS. The problem some airlines face is how to develop such an approach when voluntary reporting has traditionally been low. Although a difficult thing to achieve, it is possible with appropriate management commitment and communication and it is acknowledged that the safest airlines in the world have a higher than average level of voluntary reports. One thing in common to all of these airlines is that safety is taken seriously at an enterprise-wide level.