05/11/2025
A coalition of shopping centre, retail, fuel and convenience, pharmacy, security and cleaning industry groups has relaunched the nation-wide ‘Be Kind in Retail’ campaign for the 2025 Christmas trading period.
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.
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 $7 million in commercial advertising value, with the BKIR message expected to reach over 250 million customers and play more than 120 million times, across digital platforms, social media, and in-store activations.