The posters were designed to ‘blend in’ to its environment by mimicking traditional building site safety posters. However, when the poster is exposed to direct sunlight, its vital safety message is revealed, dramatically transforming and revealing a shocking graphic of a skull to grab attention.

The posters were placed in busy areas of construction sites that were particularly exposed to the sunlight, with sun screen dispensers placed nearby. The campaign was live throughout July and August, the hottest months of the year when workers are most at risk.

The posters have been seen by over 10,000 trade contractors, has set new standards in recall and become the health and safety standard on site whilst catching the attention of the construction industry press.