ABOUT

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.