The campaign is designed to combat the alarming levels of abuse, intimidation and violence — often with the use of dangerous weapons — aimed at retail workers, pharmacy staff, cleaners, security officers and shopping centre staff.
With the central message “Kindness Never Goes Out of Style,” the campaign calls on the public to show respect to all workers in shopping centre and retail settings during the busy Christmas trading period and holiday season.
Whether you’re shopping for groceries, grabbing lunch at the food court, buying a Christmas gift, filling up your car with fuel, or collecting a script at your local pharmacy, the message is clear — show respect and be kind to the people who are simply doing their job.
The campaign aims to continue shifting the public’s attitude towards the important role frontline workers in retail settings play in our community.
Who's behind it?
Led by the Shopping Centre Council of Australia (SCCA), The Pharmacy Guild of Australia, National Retail Association (NRA), Australian Association of Convenience Stores (AACS), Australian Security Industry Association Limited (ASIAL), and Building Service Contractors Association of Australia (BSCAA), the campaign now spans more than 350 shopping centres and 3,500 digital screens nationwide.
SCCA members are contributing more than AUD7 million in commercial advertising value, with the be kind message expected to reach more than 250 million customers and play more than 120 million times, across digital platforms, social media, and in-store activations.
The 2025 campaign introduces new partners and a broader campaign footprint, with Woolworths and Hoyts again joining the coalition to extend the be kind message into supermarkets and entertainment venues.
The first campaign
The inaugural 2024 “Be Kind in Retail” campaign laid the foundation for this year’s expansion, reaching millions of Australians during last year’s Christmas trading period.
Industry feedback indicated an uplift in customer awareness, reinforcing the importance of proactive public messaging in retail environments.
Staff across retail, pharmacy, security, cleaning, and convenience roles shared stories of positive customer interactions sparked by the campaign.
The visibility of the campaign was credited with creating a more respectful atmosphere during the busiest shopping period of the year.
Why it's important
The campaign’s urgency is underscored by recent data and industry insights which show workers in retail settings continue to be subjected to intimidation, verbal abuse, physical assault, and threats including the use of dangerous weapons.
Many incidents are not related to the theft of retail goods and often involve young and repeat offenders.
“We are incredibly proud to take a strong public stand with our industry partners to promote the message that all workers in shopping centres and retail settings need to be treated with kindness and respect," Chief Executive of the SCCA Angus Nardi said.
"The reach of our campaign is nation-wide and unprecedented, with more than AUD7 million in donated advertising, partners including Woolworths, and a reach of over 250 million customers."
PGA's National President Professor Trent Twomey said community pharmacists and their teams were embedded in communities supporting patients in the treatment of every day health conditions.
"They deserve to work in environments free from harm." he said.
"This campaign helps reinforce the respect and safety community pharmacists need to serve their communities effectively.”
Safe and respectful
Chris Rodwell Chief Executive Officer of the ARA and CEO Designate of the Australian Retail Council said retail employs 1.4 million Australians, with many young people who are starting their careers.
"Every retail worker deserves a safe and respectful workplace," he said.
"This campaign is a strong and united stand for change—one that reinforces the values of our sector and the expectations of our communities.”
“Convenience and fuel retail workers face unacceptable levels of abuse, often in isolated or late-night settings," Theo Foukkare, Chief Executive Officer of AACS said.
"This campaign is a vital reminder that kindness should be the default in every customer interaction. We’re proud to amplify this message across our 7,000 outlets and 80,000 staff.”
Head of Violence Prevention at Woolworths, Sarah Faorlin said the level of violence and aggression that team members were impacted by on a daily basis was unacceptable.
"We commend the SCCA’s focus on reducing violence and aggression in the retail environment through their Be Kind in Retail campaign as we head into a busy seasonal trading period," she said.
"It’s important to remember that our team members are mothers, fathers, sons and daughters — many of them young people in their first job — and they come to work to help customers.
"Their safety should be non-negotiable and we’ll continue to advocate for State and Territory governments around the country to introduce Workplace Protection Orders to reduce violence to our team.”
Bryan de Caires, Chief Executive Officer of ASIAL said security officers were often the first line of defence in retail settings, managing difficult situations and protecting the public.
"We urge the public to treat them with the respect they deserve — not just during Christmas, but every day," he said.
Kim Puxty, Chief Executive Officer of BSCAA said cleaners were the unsung heroes of retail environments.
"Their work ensures safe, hygienic spaces for all — from food courts to restrooms," she said.
"They often work behind the scenes, but their contribution is front and centre in creating welcoming places to shop, work and gather. Let’s show them appreciation this Christmas and beyond.”
Campaign highlights
- The campaign will run from Wednesday 5 November (day after Melbourne Cup) to Wednesday 24 December 2025 – covering the Christmas trading period
- There will be more than 350 participating shopping centres and retail precincts – covering all jurisdictions
- Some 3,500 digital screens – ensuring wide community reach
- Some AUD7M commercial advertising value — reflecting the coalition’s steadfast dedication
- About 120M campaign plays -— ensuring the message is on high rotation
- 250M customers engaged — demonstrating the campaign’s wide-reaching impact.
For any campaign queries, please call Luke Sikora / SCCA / 0423 437 166
