This paper outlines the experience of disseminating and embedding the Taking Safe Decisions policy document in the GB rail industry, to influence change in safety culture and encourage a mature approach to continual improvement of safety. Taking Safe Decisions is published by RSSB on behalf of the GB mainline rail industry. It contains a framework and principles outlining how to make rational, equitable and defensible decisions relating to safety, how to fulfil legal safety requirements, and aspects of good practice. The paper discusses the function of Taking Safe Decisions by comparison with other safety culture improvement frameworks and the challenges to embedding safety maturity frameworks in real operational practice. Key approaches to address these challenges include effective leadership and communication as well as a process of review, revision and iteration. The paper concludes with the experience of RSSB in applying these approaches and highlights the importance of sustained focus over long periods to influence positive change in safety culture. In particular, the iterative process of review and revision of embedding activities aligns with the Taking Safe Decisions framework itself as it is applied to management of change.