In 2017, Countdown identified that the number of accidents in their distribution centres was increasing. They had already expressed the need to simplify the rules and communicate a clear and powerful message that would transcend potential language barriers.
Research showed team members were complacent about their own safety but didn’t want to see their mates hurt, and that cutting corners was the biggest risk factor. Red Jelly’s campaign addressed both issues by showing team members as the victims of corner-cutting.
In the month following the campaign’s launch, Countdown recorded a 24% reduction in injuries. Team members had been inspired to not only look after themselves, but also each other.