The campaign, known as the ‘Be Kind in Retail' campaign, will feature advertisements and messaging displayed on digital and print media across the major shopping centres.
Shopping Centre Council of Australia (SCCA) members will promote the campaign in more than 300 shopping centres and 3,500 digital screens. The campaign's estimated commercial advertising value is $7 million.
“Any incident that causes harm to someone is simply tragic, and we are calling on the community to help stamp out needless aggression and violence against workers in retail settings,” CEO Angus Nardi said.
The campaign was organised by the SCCA, the National Retail Association (NRA), the Australian Association of Convenience Stores, the Australian Security Industry Association Limited, the Pharmacy Guild of Australia, and the Building Service Contractors Association of Australia.
According to the NRA, fewer than 20 per cent of retail crimes are reported to police. Interim CEO Lindsay Carroll said ensuring retail employees feel safe in the workplace is a priority.
“Australia’s retailers employ 1.3 million people, a lot of them being young Australians, and it is essential that all retail workers are free of abuse and violence in their workplace,” she said.
“We are proud to be part of the Be Kind in Retail campaign and continue to advocate for reforms to make retail settings safer for everyone.”
This campaign follows the No One Deserves A Serve campaign which appeared in more than 270 shopping centres during the holiday season last year.
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