case study

Focus on safety

CPB Poster layouts_Arthur FOCUS-21

The lead up to the summer holiday period is recognised as one of the most dangerous times of year in Australia’s construction sector.

As Australia’s largest construction company and a leader in complex construction, CPB Contractors’ absolute priority is to keep people safe.

The Comms Store worked with CPB Contractors to expand and redesign their annual internal safety campaign to create a program which prompted safety conversations and drove action at every level of the business – as well as with subcontractors, suppliers and delivery partners.


The campaign – Focus on Safety for What Matters Most – created a personal connection to safety compliance and safe work practices, driving the audience to value their safety and that of their workmates to ensure they return home safe. 

Worker engagement with safety increased by more than 20 per cent.

From concept to delivery, our work included a photographic poster series for construction sites across Australia, New Zealand and the South Pacific. Workers engaged with the eight videos in the campaign through QR codes on the posters and CPB’s social and internal communication channels.

National award

The campaign was awarded by the Public Relations Institute of Australia at its 2023 Golden Target Awards, winning bronze for best internal communications campaign.

The judges said: “The entry delivers great results, and it’s fantastic to see these results backed by metrics”.

Let's tell your story


Storytelling has always been an essential part of Indigenous culture, says the Watarrka Foundation. It is a powerful means of passing on knowledge, history and philosophies to new generations. It invites conversation, questioning and moral inquiry. It challenges perceptions of the world and its many complexities, helps healing from the traumas of the past and weaves a deep connection with community. Ultimately, it influences caring for others and for country.

The Comms Store acknowledges the Traditional Custodians of the lands where we work throughout Australia. We pay our respect to Elders, past, present and emerging, and recognise the stories, traditions and living cultures of Aboriginal and Torres Strait Islander peoples on this land.

Picture of artist Jo Cassady by Cath Bowen.