Project Name: Hands Are Helpful
Execution: Safety Campaign Rollout
Client: Suburban Connect
Suburban Connect needed to drive consistent glove-use and safer hand behaviours across site teams and subcontractors, particularly heading into winter when risk increases.
The challenge was to shift behaviour without relying on enforcement, incentives, or heavy-handed compliance tactics, and to ensure the message reached not only internal staff but also subcontractors and new starters. The campaign needed to cut through quickly, be memorable, and embed into daily site behaviour rather than become a one-off safety message.
A simple, highly visible safety campaign built around clear messaging, strong leadership reinforcement, and memorable creative.
Key elements included:
A clear, single-minded “Hands Are Helpful” message supported by campaign artwork and animation.
Strong senior leadership involvement, with key messages reinforced in town halls and pre-launch communications.
Integration of the campaign into inductions, internal communications, and direct communications to subcontractors.
Video content used as an ongoing reinforcement tool,
not just a launch asset.
A tone that balanced seriousness with humour, making the campaign memorable and culturally relevant to the audience.
Rather than overloading sites with materials, the campaign focused on embedding the message into existing communication channels and site rhythms.
The campaign exceeded expectations and delivered immediate, sustained behaviour change.
Adoption was described as “surprisingly” and “extremely” smooth, with minimal resistance.
Although planned as a contingency, no enforcement, incentives, or “carrot and stick” mechanisms
were required.
The campaign became largely self-sustaining, with little need for ongoing management.
The creative approach was well received, with humour increasing memorability and engagement.
Video content is now embedded into inductions, extending the life and impact of the campaign.
Many planned reinforcement assets were ultimately unnecessary, as the core message had already landed.
Overall, the campaign delivered a quiet but powerful success, proving that clear messaging, leadership buy-in, and well-judged creative can drive meaningful safety behaviour change without overcomplication.
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