The City of West Torrens wins Excellence in People and Culture Award for their bold and empathetic campaign.

When the Work Health and Safety Team at the City of West Torrens noticed a troubling rise in aggression toward council staff, ranging from verbal abuse and online stalking to physical threats, it sparked something powerful: a collective decision to not just protect their team, but to transform the culture around community interactions altogether.

The result was the It Reflects on YOU campaign - an unmissable message to the public that harmful behaviour won’t be tolerated, and that kindness, respect and safety are everyone’s responsibility.

Launched in August 2024, the campaign made waves almost immediately - within the council and beyond. In May, it earned the City of West Torrens the 2025 Excellence in People and Culture Award at the LG Professionals SA Leadership Excellence Awards, and has captured the attention of councils across the state.

A call for community reflection

At the heart of the campaign is a simple, powerful ask: pause and reflect on how you interact with council workers.

“It’s about reminding the community that we’re people too,” says Tracey Ryan, Manager People, Procurement and Safety. “We’re here to serve, to support, and to make life better for our residents - but we can’t do that if we’re feeling unsafe or unprotected.”

What makes this project especially unique is that it didn’t shy away from difficult conversations. While some questioned whether the message might be too “direct,” the team knew they were on the right track. “We weren’t just changing procedures - we were challenging mindsets. That’s never easy, but it’s always worth it.”

Leading with courage and care

The campaign wasn’t developed in isolation. It was built on a foundation of collaboration - with the Creative Services Team helping shape visuals, workers acting as campaign champions, and support flowing in from elected members, leadership, and even the Minister for Local Government.

It also wasn’t about just raising awareness. The City of West Torrens backed its messaging with action - commissioning expert-led training for high-risk teams, introducing safety alerts in operational systems, and embedding practical tools into everyday workflows. “We knew that to protect our people, we needed more than posters - we needed a culture shift,” Tracey explains.

And it’s working. In the three years since the initial planning phase, worker confidence in reporting incidents has significantly improved. Teams are better equipped to respond to conflict, and perhaps most importantly, they feel genuinely supported.

Changing culture, one interaction at a time

The campaign’s most powerful outcome might be its ripple effect. Workers have reported feeling safer and more empowered, and customers - many of whom had never considered the impact of their words or actions - are now being prompted to engage with more empathy.

“This campaign is about building understanding, about showing the link between respect and service quality, making it clear that we’re all responsible for creating a safe, healthy community.”

That community-first mindset is paying off. The campaign has already drawn interest from over 20 councils across South Australia, with plans in motion to present the project at upcoming sector forums.

More than words on a page

There’s more to come. With the momentum of their award win, the team is now planning to roll out the It Reflects on YOU campaign even further - this time onto the streets. Think bus shelters, council vehicles, and visible community messaging that keeps the conversation going in everyday public spaces.

“We want the message to become part of the fabric of how our community sees and interacts with council. This is about long-term change, and we’re committed to seeing it through.”

A model for others

For those considering a future nomination, the team offers this advice: “If your project is making a real difference - for your people and for your community - don’t keep it quiet. Share it. Celebrate it. You never know who else might be inspired to act.”

In an era where workplace safety means more than hard hats and hi-vis, the It Reflects on YOU campaign is a timely reminder that respect is a core part of wellbeing - and that local government can lead the way in creating more compassionate, connected communities.

Thank you to our partner McArthur for sponsoring the Excellence in People and Culture  Award.

Image 1: The City of West Torrens Work Health and Safety Team receiving their Award at the LG Professionals SA Leadership Excellence Awards Gala Dinner: (L-R) Angelo Catinari – Chief Executive Officer, City of West Torrens, Robyn Butterfield – Manager Compliance, Jasmine Kappler – Team Leader Community Safety, Samara Farrell – Senior Community Safety Officer, Nishant Parihar – Project Engineer, Jenny Reyes – Work Health and Safety Project Officer, Grant Brooks –Business Partner Work Health and Safety, Michelle Kennedy – General Manager Natural and Build Environments, Peter Bulmer – Community Safety Investigator, and Paul Della – General Manager Corporate Services. Apologies: Tracey Ryan – Manager People, Procurement and Safety and Nerissa Nicholson – Team Leader Creative Services.

Video 1: Link to the It Reflects on YOU webpage and video.