Creating a global safety communications campaign for frontline behaviour change
DHL Supply Chain | Safety Campaign
Context
DHL Supply Chain recognised that safety is not just about compliance – it also influences job choice and retention. However, inconsistency across global sites made it difficult to build a shared safety culture. The business needed a clear, consistent approach to safety communications across its frontline workforce.
Approach
We developed the global safety campaign, "Our Safety is in Our Hands”, that reframed safety as a shared responsibility. Built around a simple, universally understood idea, it combined education and storytelling to make expectations clear, relatable and easy to act on across a diverse frontline workforce.
Outcome
Rolled out globally, the campaign created a consistent approach to safety communications across sites and initiatives, helping shift employees’ mindsets from compliance to shared responsibility. Colleagues now have a clearer understanding of how they can keep themselves and others safe.
Safety has always been a priority for DHL Supply Chain. But across its global operations, performance and safety culture varied. Expectations were clear, but communications were not always landing consistently across regions and roles.
Developing a global campaign for safety communications
We developed the “Our Safety is in Our Hands” concept – a clear, human way to communicate that every colleague has a role to play in keeping themselves and others safe.
The concept needed to be globally relevant, flexible and culturally appropriate for a global workforce. Illustrated hands became the unifying visual device, symbolising both care and accountability. This created a consistent and flexible visual system that could be adapted across different safety topics and content.
Importantly, the tone was respectful and supportive – recognising colleagues’ contribution and reinforcing positive behaviours, rather than relying on compliance-led messaging.
Translating safety communications into clear, everyday behaviours
Rather than overwhelming employees with information, communications focused on translating expectations into clear, everyday behaviours. Pocket guides, warehouse posters, short explainer videos and mobile app content ensured the message reached colleagues wherever they worked.
Sustaining global safety communications through a year-long engagement programme
The first stage of the campaign launched globally on World Safety Day, creating a clear and visible moment of commitment across the business.
To maintain momentum, we developed a year-long engagement programme, with each month focusing on a different Health, Safety and Environment topic. This ensured regular, practical communication that kept safety visible and relevant over time.
How we made a meaningful difference
The campaign helped shift the mindset that safety is something owned by management to something shared across the workforce. By creating consistent, practical and visible communications, frontline colleagues are now better equipped to identify risks, follow best practices and support each other. This not only improves safety outcomes but helps build a stronger safety culture across sites.
Big Insight
When employees understand how their everyday actions protect themselves and others, safety becomes part of the culture rather than a compliance exercise.
What we delivered
- Global safety campaign strategy and positioning
- ‘Our Safety is in Our Hands’ campaign concept development
- Narrative and messaging
- World Safety Day global launch activation
- Frontline engagement assets and toolkits
- 12-month communication plan
Award recognition
The campaign was recognised for its creativity, frontline engagement and safety impact, receiving Platinum at the MUSE Creative Awards, winning Best Frontline Engagement at The Simplys and being shortlisted for Campaign of the Year at the Safety and Health Excellence Awards.
