A CAMPAIGN TO HELP CUT SAFETY INCIDENTS BY 32%

29 Aug

The background

Bunnings is one of Australia’s most trusted brands, with around 10% of the population visiting a store each weekend. But behind the weekend DIY rush is a supply chain team of 1,000 people keeping things moving.

Every New Year, while customers tackle clutter and renovations in their time off, the supply chain is tackling its busiest season — lifting, picking, and unpacking at pace.

The CHALLENGE

Post-Christmas, the workload doesn’t ease — it surges. Longer hours, more containers, and a sharp rise in online orders mean relentless pressure. With fatigue rising, the biggest risks weren’t catastrophic incidents, but creeping hazards: slips, strains, and small missteps that add up over time.

With warehouses already saturated with signs and standard messages, traditional safety comms just blended into the noise. What Bunnings needed wasn’t more posters, but smarter prompts — cues that cut through the cognitive overload rather than adding to it.

OUR Approach

We designed the Clear Choices campaign using behavioural science principles, focusing on how the brain responds under fatigue and overload. The campaign:

Introduced characters — Steph, Ken, and Dan — inspired by the real supply chain team, to give the team human, relatable learning tools.
Delivered fast, visual and practical prompts like Take 5 and box breathing that grabbed attention in busy environments.
Used curiosity, pattern breaks, and micro-moments to disrupt autopilot mode.
Reframed pauses not as slacking, but as strength, control, and deliberate choices.
Cut through the saturated safety environment by strategically using outside-the-box collateral, including bumper stickers, floor decals, life-size cut-outs and huge aisle banners.