$6m campaign addresses retail crime

A national campaign across Australian shopping centres has seen an estimated 200 million customers viewing messages aimed at reducing retail crime and ensuring retail workers are treated with respect.

Shopping centres ran the Shop, Distributive and Allied Employees’ Association’s (SDA) ‘No One Deserves a Serve’ campaign for free nationally over the 2023 Christmas period, with $6 million in commercial advertising value provided by Shopping Centre Council of Australia (SCCA) members.

The campaign, which ran for 47 days between Melbourne Cup and Christmas Eve, was targeted at ensuring retail workers were treated with respect. It resulted in the following:

  • $6-plus million investment from the shopping centre industry across the national public advertising campaign.
  • The ads appeared across 275-plus shopping centres, which comprise 32,000-plus retailers and their workers.
  • The ads appeared more than 100 million times across 3200 digital advertising screens, with more than 200 million customers viewing the six campaign messages.

“I’m incredibly proud of our members’ $6 million investment to support the campaign, and that the ads were seen by more than 200 million customers across more than 275 shopping centres,” says SCCA Chief Executive Angus Nardi.

“The central purpose of the campaign is retail worker safety, and I look forward to continued engagement with the SDA and NRA [National Retail Association] on this important issue.

“While most people do the right thing, unfortunately retail crime continues to be a major challenge including with reoffending, brazen theft, violence and use of weapons.

“We’ll continue to engage with governments on this pressing public policy issue, alongside our industry’s dedicated community safety and security taskforce.”

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