The significance of this image campaign rests solely in the fact that Omahans have embraced this symbol and taken pride and ownership in what it stands for - Omaha.

When OPPD workers left Omaha and rushed to the scene of Hurricane Katrina, they wore O! pins fastened to their hats and lapels. They needed simple, eye-catching identification to communicate their hometown location with fellow workers.

When a grandmother purchased a winter O! snowman sweatshirt for her granddaughter, she praised Omaha for "celebrating winter and all there is to offer."

The reason the O! works is because Omahans have embraced and gravitated towards this symbol and accepted and incorporated it into their homes, businesses and civic functions. It does exactly what it was intended to do - help Omahans feel pride in their city.