Bunnings.
Campaign
Problem.
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.
Thinking.
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.
Idea.
Clear choices
Execution.
We introduced three Clear Choices characters: Steph, Ken, and Dan. Inspired by the real supply chain team, they made the campaign feel fun, quirky, but also relatable and human. The copy came from the characters, using ordinary language to focus on three key messages: having a clear approach, a clear mind, and a clear ‘why?’.
Outcome.
Despite the Bunnings Supply Chain doing more in 2025, safety incidents plummeted.
10% more hours worked, 7% more containers unpacked, and a 35% increase in online orders picked.
Yet safety incidents fell by 32%.
Teams built stronger safety habits into the everyday, reducing strains, incidents, and days off.
Managers saw a noticeable change, with their teams meaningfully embracing the campaign.