Hungry Minds  ·  A campaign we built with no client brief

I’ve got
your back.

A workplace safety campaign for construction, designed end to end. It turns safety from a rule you obey into a promise you keep to the person working next to you.

The back of a hi-vis vest on a construction site, printed with the campaign line: I've got your back. Have you got mine?
© Hungry Minds · Proof of concept
A white hard hat worn on site, carrying a round sticker with the campaign line
© Hungry Minds
Open any of these
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The full design
The 34-page campaign design
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QR code linking to https://hungry-minds-learning-campaign-guerrilla.tiiny.site
Ambient and guerrilla
The four-page placement pack
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Have a go
Spot the moment, on your phone
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Proof of concept
Hungry Minds
A large construction site at dusk, cranes and crews working under a lit sky
01

The problem

Where the risk really sits on a construction site, and the one small moment the whole campaign is built to change.

Proof of concept
Hungry Minds
Section one  ·  The problem

Construction is one of Australia’s
most dangerous industries
to work in.

23%
Where the risk sits
Construction’s share of Australian worker deaths, 45 in the latest year, among the highest of any industry.
42%
How it happens
Vehicle incidents are the leading cause of construction deaths, with falls from height a further 13%.

The moment that decides an incident is usually a small one, taken alone.

Safe Work Australia, Key WHS Statistics 2025.

A crane lowering a steel load onto a construction site while a crew works below
© Hungry Minds · Proof of concept
→

A campaign aimed at the rules answers a question the crew can already answer. The design has to go where the decision is made, which is the two seconds before the job starts.

Proof of concept
Hungry Minds
Section one  ·  The problem

They see it. They just don’t say it.

They see it
The hazard is usually spotted. Perception is rarely the gap, and a campaign that teaches people to look is answering a question they already know the answer to.
They don’t say it
The two-second decision to speak stalls on status, awkwardness and pace. Nobody wants to be the one who stops the job over nothing.
So it repeats
Unspoken, the near-miss is never a lesson. The next crew walks into the same trap, and nothing in the system has learned a thing.
→

We follow the gap, not the hazard. The whole campaign works on the space between seeing and saying. It also makes sure that when someone does speak, the call is met well enough that they do it again.

“You see it, but you don’t want to be the bloke who stops the job over nothing.”

“If I pull someone up and I’m wrong, I look like an idiot. So you don’t.”

The kind of thing crews say on jobs like this. On a live job these come from your own crew, gathered in discovery.

Proof of concept
Hungry Minds
Section one  ·  The problem

The shift is not in what the crew
knows. It is in what they do.

AWhere the crew is now
  • ○Sees the risk, weighs up whether it is their place to say anything, and usually lets it go.
  • ○Reads speaking up as dobbing, or as calling a mate soft.
  • ○Assumes the experienced hand has it covered, because they always have.
  • ○Keeps near-misses to themselves. Nothing happened, so why raise it.
  • ○Waits for the safety message to come down from the office, and tunes most of it out.
BWhere the campaign takes them
  • ✓Says something early, in their own words, before the task rather than after the incident.
  • ✓Reads looking out as what mates do, and being pulled up as a mate having their back.
  • ✓Asks for a second set of eyes without it feeling like weakness.
  • ✓Passes it on, because the next crew might hit the same thing.
  • ✓Owns it crew to crew, because the promise is theirs rather than the office’s.
→

The distance from A to B is a handful of small habits, rehearsed until they are automatic. That is a behaviour-change job rather than a training job. So it runs as a campaign over weeks instead of a session in a day.

Proof of concept
Hungry Minds
Two workers on a construction site, one with a hand on the other's shoulder
02

The campaign

The idea, the four moves that loop, and the twelve weeks in which a site learns to run them.

Proof of concept
Hungry Minds
Section two  ·  The campaign

Care, not compliance.

People wave away rules aimed at themselves, and act for each other. So the campaign is a promise between two mates rather than an instruction from an office, and it is said out loud.

The two-way pact
I’ve got your back.
Have you got mine?
Two workers on a construction site, one with a hand on the other's shoulder
© Hungry Minds · Proof of concept

Nobody is the hero watching over passive workers. Everyone is both the one looking out and the one being looked out for. That is what makes it a mate’s promise rather than a manager’s rule.

Proof of concept
Hungry Minds
Section two  ·  The campaign

Having someone’s back is a loop
of four moves.

Seeit Sayit Backit Thankit STRONGEREACH LAP

Every time a crew runs the loop, the next lap gets easier. Each move keeps its own colour through every poster, card and talk, so the crew learns the sequence by sight.

See it
The moment
Notice the thing while it is still a near-miss. Attention is a skill the campaign trains, not a mood it hopes for.
Say it
The two seconds
Say something early. “Oi, wait.” We hand the crew the exact words, so the moment already has a script.
Back it
The response
The mate backs the call and a leader backs the stop. Speaking up has to be met, or it stops happening.
Thank it
The reward
Say cheers, not “yeah yeah”. The thank is what makes the next person willing to speak.
→

A single message asks people to remember something. A loop gives them four small things to do in order, each one rewarding the last. The behaviour then builds itself, instead of relying on willpower at the moment it matters.

Proof of concept
Hungry Minds
Section two  ·  The campaign

Twelve weeks, then a rhythm
the leaders own.

Each wave runs a fortnight: one five-minute leader talk at the pre-start, then a week for the channels to reinforce it. The waves overlap the launch and the embed, so the site never goes quiet between phases.

Week 1
Prime
Teasers appear. Leaders briefed first.
Week 2
The Pact
Launch talk, film, posters. Every crew makes it.
Weeks 3-4
See it
Wave one talk. Back print and posters go up.
Weeks 5-6
Say it
Wave two talk. Say-it cards and the scan drop.
Weeks 7-8
Back it
Wave three talk. Management backs a stop in public.
Weeks 9-10
Thank it
Wave four talk. The shout-outs board goes live.
Weeks 11-12
Embed
The loop runs on its own. Hand the rhythm over.
What the site commits
The site names a campaign owner and protects five minutes of leader time at the pre-start each week. Site management fronts the launch, and there is a simple way to say thanks. Those four things turn a set of assets into a change on the ground, and they sit with the site.
What happens after week twelve
The campaign moves to a monthly rhythm the leaders run. That is one refreshed talk, a fresh save celebrated, and the creative rotated so it never turns into wallpaper. Sustain is where most safety campaigns quietly stop, and it is designed in here from the start.
Proof of concept
Hungry Minds
The back of a hi-vis vest on a construction site, printed with the campaign line: I've got your back. Have you got mine?
© Hungry Minds · Proof of concept
Worn  ·  On the crew

The promise walks
the site all day.

The line goes on the back of every hi-vis. The first thing anyone sees on the job is the pact, worn by the person in front of them. No noticeboard, no login, no five minutes anybody has to find.

→

Ambient carries no lesson. It makes people notice and talk, so the toolbox talk lands on ground that is already warm.

Proof of concept
Hungry Minds
Posted  ·  At the decision

The words land where the
decision gets made.

One platform line and a family of action lines, at the gate, the ramp and the smoko shed door. Every poster carries a scan, so a wall is also a way into the two interactions.

A3 poster carrying the four moves: See it, Say it, Back it, Thank it
The artwork
One of five A3 posters. Say something. Ask for eyes. Stop the job. Thank the catch.
A site hoarding carrying the four moves, See it, Say it, Back it, Thank it, beside the campaign line on a printed vest, with a crew working in front of it
© Hungry Minds · Proof of concept
In place, on the hoarding
Sited where the crew walks past it twice a day, so the line gets read where the decision happens.
Proof of concept
Hungry Minds
Stuck and reflected  ·  The unexpected places

The message turns up where
a poster never would.

A hard-hat sticker the crew collect and wear, and a washroom mirror decal that names the most important safety device on site. Guerrilla placements get noticed because nobody expects them there, which is the whole point.

A white hard hat worn on site, carrying a round sticker with the campaign line
© Hungry Minds · Proof of concept
Stuck  ·  up top
Three sticker designs, each carrying the full line. On the helmet as well as the back, so the promise is visible from both directions.
A worker washing his hands at a site washroom mirror, which carries a decal reading: the most important safety device on site
© Hungry Minds · Proof of concept
Reflected  ·  in the washroom
The one place on site where everyone stops and looks. The decal puts the crew member’s own face behind the message.
Proof of concept
Hungry Minds
Interactive

Two things the crew can scan,
on any phone, in thirty seconds.

Reached by a code on the posters and the toolbox cards. No app, no login, nothing to install. They work on a cracked phone in a smoko shed, which is where they have to work.

The Make the pact interaction on a phone, showing the two-way promise and a hold-to-commit button
The Spot the moment interaction on a phone, showing four grey-area moments to choose from
The Spot the moment interaction on a phone, showing the outcome after asking a question, with a photo of the crane job
Make the pact
Thirty seconds. You read the two-way promise, hold to shake on it, and name the one mate you will look out for this week. It ends with your pact on screen to screenshot.
Spot the moment
Four grey-area moments, the kind you are not quite sure about. You choose whether to say something and what to say, and every path plays out.
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Have a go yourself
Spot the moment
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Proof of concept
Hungry Minds
Who carries it

Five minutes a week, run by
the crew’s own leaders.

Campaigns that live on walls die on walls. This one is carried at the pre-start by the leading hands the crew already listen to. The toolbox kit is built to run cold in the five minutes they have.

Five crew members standing in a circle at a pre-start toolbox talk outside a site shed
© Hungry Minds · Proof of concept
Four wave talksOne A5 card a fortnight, one move at a time, written to be read off the card with no preparation.
The observation reframeTurns the safety observation from a fault-finding round into a record of who looked out for someone.
The hard conversationA coaching one-pager for the moment a leader has to back a stop, or repair one that went badly.
Crew cardsWallet-sized, one per crew member. The pact on one, the words to use on the other.
→

Behaviour change sticks when the frontline leader owns it. When head office broadcasts it, the crew reads it as paper from the office and waits for it to pass.

Proof of concept
Hungry Minds
What makes it stick

Speaking up has to be
the high-status
thing to do.

The first time someone speaks up and gets a roll of the eyes is the last time they speak up. So the reward move is designed as carefully as the message.

The shout-outs board
A running board of the mates who had someone’s back this week. It counts shout-outs, never incidents, so the site has a number that goes up for the right reasons.
Look-out of the week
One catch called out each week by a leader, in front of the crew. Public thanks is what makes speaking up spread.
Stories back to the floor
Real saves become the next micro-story and the next toolbox prompt, so the crew keeps the campaign supplied with its own stories.
A worker raising a hand to stop a reversing truck on a site
© Hungry Minds · Proof of concept
Proof of concept
Hungry Minds
A worker on a busy site raising a hand to hold up a lift while two others look on
03

The proof

The learning science each move rests on, how a client would know it worked, and everything the campaign ships with.

Proof of concept
Hungry Minds
Section three  ·  The proof

Every move traces back to
something we can point at.

This is the part a poster company does not do. Each principle is tied to the exact design decision it produced, so the campaign can be argued for rather than admired.

The principleWhat it means, plainlyWhere it lands in the campaign
Psychological safetyEdmondsonPeople speak up when it feels safe to be wrong in front of the crew.The pact itself, and the coaching that makes sure a call is met well.
Social normsWe do what we see the people around us doing, more than what we are told.The pact said aloud together, and ambient that makes looking out the visible default.
Implementation intentionsA rehearsed line beats a general intention to speak up more.Three plain sentences in the Say it wave, tied to one job that day.
ModellingBanduraWe copy what credible people around us are seen to do.Leaders go first and invite their own crew to pull them up, and the film shows an undramatic save.
Reinforcement over fearReward makes a behaviour repeat. Fear appeals spike, then fade and get tuned out.Thank it as a move in its own right, and a board that makes speaking up high-status.
Spaced, multi-modalThe same message, spread over weeks and across channels, sticks far better than one hit.Four waves, each one reinforced by every channel at once.
→

A campaign shifts behaviour and culture. It does not remove a hazard that engineering or a control should remove. I’ve Got Your Back sharpens the human layer, never standing in for the ones above it.

Proof of concept
Hungry Minds
Section three  ·  The proof

Every measure has an owner,
because one without an owner
never runs.

LevelWhenWhat is measuredOwner
1 · ReactionLaunch, and after wave fourDo crews rate it as useful, and not preachy.Hungry Minds and the site
2 · LearningThe Say it waveCan the crew use the words, and do they choose to speak in Spot the moment.Hungry Minds
3 · BehaviourWeeks 4 to 12, then ongoingLook-outs and shout-outs, near-miss reports, and the pulse statement “I feel able to speak up here”.Site leaders
4 · Results3, 6 and 12 monthsRecordable injury trend and the culture survey.The site
The pulse tests the promise
The statements are the outcomes written in the first person, so the measure tests exactly what the design promised. “I have said something to a mate before a job this week.” “When I get pulled up, it feels like someone has my back.”
Read the headline the right way
Near-miss reporting is expected to rise first, then incidents to fall later. A rising report count is the campaign working rather than failing. Leaders are briefed to read it that way before the first number lands.
Proof of concept
Hungry Minds
Section three  ·  The proof

Every one of these is built,
not described.

The design and the whole asset kit were produced for this concept. What you are looking at is the real thing rather than a mood board, and three pieces of it are open below.

Ambient and guerrilla
The hi-vis back print, hard-hat stickers, the washroom mirror decal and the placement plan for a whole site.
Posters and print
Five A3 posters, the seven-card leader toolbox, and wallet crew cards, all print-ready with live scans.
Two scan interactions
Make the pact and Spot the moment, built self-contained so they run on any phone with a camera.
Film and recognition
An eight-shot storyboard and production kit for the hero film, the shout-outs board, and a weekly crew game.
Open any of these
QR code linking to https://hungry-minds-learning-campaign-hld.tiiny.site
The full design
The 34-page campaign design
hungry-minds-learning-campaign-hld.tiiny.site
QR code linking to https://hungry-minds-learning-campaign-guerrilla.tiiny.site
Ambient and guerrilla
The four-page placement pack
hungry-minds-learning-campaign-guerrilla.tiiny.site
QR code linking to https://hungry-minds-spot-the-moment.tiiny.site
Have a go
Spot the moment, on your phone
hungry-minds-spot-the-moment.tiiny.site
Proof of concept
Hungry Minds
Two crew members on site talking over a drawing, an older man and a younger woman
© Hungry Minds · Proof of concept
This is what we do

We build
learning campaigns.

I’ve Got Your Back is ours, built with no client and no brief, to show the thinking rather than talk about it. Yours would run on your risks, your crews and your words.

It would start with the same question we started with here. Which single behaviour, if it changed, would change the most?

Start here › hungryminds.com.au/learning-campaigns
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Scan to start

1300 162 393  ·  hungryminds.com.au/contact  ·  More learning. Less yawning.

Proof of concept
Hungry Minds