Australia Post
Opposite
To Australia Post Group
14 May 2026
Dear team,
Most safety messages travel the wrong distance.
From sent, to read. Not from sent, to acted on.
We have an idea.
SIGNAL
A Framework for Communication That Lands
Yours truly, Opposite
Press any key to begin
Australia Post Opposite

Most communication is designed to be seen.

Communication is designed to be experienced.

URGENT — please action by EOD · FYI
[POLICY-2.4.1] Procedure update v3.7
cc'd for visibility · need response
SIGNAL
friendly reminder · per my last email
action required · please review
circling back · just bumping this
02 / 18
The central premise

Communication is not what organisations send.
It's what humans experience, understand, and act on.

The shift

From publishing to behavioural design.

The constraint

Humans filter aggressively. Attention is scarce. Effort is avoided.

The opportunity

Work with human psychology, not against it.

Three Australia Post team members in conversation with safety, communication and checklist icons
03 / 18
A note on Opposite

Three disciplines.
One practice.

Melbourne · independent · multidisciplinary
01
Organisational psychologists
How people think, decide, and behave under operational pressure. Registered practice, applied science.
02
Human-centred designers
Field research, co-design, and human factors. We start with the work as it actually happens.
03
Technologists
We build the tools, not just specify them. Interactive prototypes, AI-enabled artefacts, working software.
04 / 18
Group communication diagnostic

Where does your communication actually stand today?

Six scenarios. Honest answers. Live SIGNAL profile generated at the end.

Question 01 of 06 · See It

How often do critical communications compete with many others for attention?

Think about the inbox of a typical hub team lead on a Monday morning.

01 / 06
05 / 18
Your group communication profile

Complete the diagnostic to generate

Answer all six questions on the previous slide to see your live SIGNAL profile, strengths, and recommended focus areas.

SIGNAL heatmap
Strengths
  • Awaiting responses…
Friction points
  • Awaiting responses…

Recommended focus areas

The three SIGNAL principles where targeted work will compound fastest.

FOCUS · 01
Awaiting responses

Recommendations appear after the diagnostic is complete.

FOCUS · 02
Awaiting responses

Recommendations appear after the diagnostic is complete.

FOCUS · 03
Awaiting responses

Recommendations appear after the diagnostic is complete.

06 / 18
Why this is hard

Most safety messages never make it from sent to acted on.

Safety communication isn’t broken in one place. It’s eroded in many.

A noticeboard crowded with safety posters, sticky notes and competing messages
The noticeboard problem
01
Signal failures
  • Excessive information dilutes what matters.
  • Competing messages fight for attention.
  • Change fatigue — tired inboxes ignore the next bulletin.
02
System failures
  • Unclear actions. Understood, but not actionable.
  • Limited deployment. Wrong place, wrong moment.
  • Disengaged workforce until it becomes personal.
03
Mindset failures
  • Writing for the auditor, not the user.
  • Designing without users. No empathy, no traction.
  • Traditional safety mindset. Content delivery, not behaviour.
07 / 18
Introducing

SIGNAL

Six principles for designing communication that humans actually see, understand, and act on.

S
See It
Attention
I
Interpret It
Understanding
G
Grasp Relevance
Meaning
N
Navigate It
Orientation
A
Act On It
Behaviour
L
Live It
Reinforcement
08 / 18
Some professional alchemy

The framework is the structure. The alchemy is what makes it land.

SIGNAL gives you a way to think about the problem. The rest is creativity, experience design, and a willingness to work outside the safety playbook. Frameworks alone don’t change behaviour — the people who apply them do.

Different mindsets

Borrow from product, behavioural science and brand.

Experimentation

Each message is a hypothesis, not a finished thing.

Experience design

Design the whole encounter, not just the words.

Craft & courage

Make a real editorial choice. Defend it.

09 / 18
Principle 01 of 06
S
See It
Human Need · Attention

Humans filter information aggressively. Communication must first earn attention before it can influence behaviour.

When everything shouts, nothing is heard.
Psychology at work
Selective attentionCognitive overloadAttentional blindnessSignal vs noise
Key design heuristics
Contrast & Emphasis
Functional
Contrast & Emphasis · Proximity
Wholeness
Symmetry · Synthesis
Where it goes wrong
Everything marked importantWalls of textPoor hierarchyExcessive visual noise
Before · Visual noise

Ref: COM-2026-Q2-V4.7.3 · All sites · ACTIVE · CC: ELT

URGENTIMPORTANTPRIORITY

NOTICE: ACTION REQUIRED BY EOD CRITICAL

To: ALL TEAM MEMBERS · All managers · All leaders

Further to recent communications and in alignment with the updated framework, all team members must review the NEW PROCEDURE as a matter of PRIORITY.

  • CRITICAL Review the full document ASAP
  • IMPORTANT Log COMPLIANCE in the relevant tracker
  • PRIORITY Cascade to your reports by FRIDAY
  • URGENT Confirm RECEIPT via this link
  • Attend the mandatory briefing next week

Attachments: ProcV4_FINAL_v2_REVISED.pdf · Appx_A.pdf · Appx_B.pdf · Appx_C.pdf

After · Honed for attention
Action by Friday
Three things change in how we log compliance.
For: team leads · 4 min read
Why now: the old paper process broke. The new flow takes 30 seconds in OpsApp.
Read the 1-page guide →
Principle
Click or press → to reveal
10 / 18
Principle 02 of 06
I
Interpret It
Human Need · Understanding

Humans prefer cognitive ease. If communication is hard to understand, people disengage.

If reading it feels like work, the work doesn't get done.
Psychology at work
Cognitive fluencyRecognition over recallProcessing effortInterpretation fatigue
Key design heuristics
Recognition & Continuity
EFFORT EASE
Functional
Continuity · Proximity
Relatable
Recognition · Familiarity
Where it goes wrong
Jargon-heavyBuried meaningDense operational languageExcessive interpretation effort
Before · Dense prose

Procedure POL-2026-V3.7.2 (a) (iii) · Supersedes V3.7.1

Further to recent communications regarding operational alignment across the network and in line with strategic objectives, please find herewith the updated procedure documentation pertaining to the parcel handling protocols which has been ratified by the Operations Steering Committee on 14 April 2026.

The aforementioned update supersedes the previously distributed framework (v3.7.1) which included guidance now considered inconsistent with current organisational direction. Recipients are required to familiarise themselves with sections 4.1 through 4.7 inclusive, with particular reference to sub-clause 4.7.2(b)(iii) regarding the two-person lift threshold criteria as it pertains to items exceeding the established weight parameter as defined in Appendix C.

Notwithstanding the above, where operational considerations dictate alternative arrangements, line managers may exercise discretion in accordance with the Local Operational Decision Framework as outlined in Schedule B.

Compliance will be reviewed in accordance with established governance protocols at the conclusion of the present reporting period.

After · Honed for understanding
Update · effective Mon 12 May
Anything over 15 kg now needs two people.
That's the whole change.
Why: four manual-handling injuries last quarter, all on items 15-20 kg.
See the one-pager →
Principle
Click or press → to reveal
11 / 18
Principle 03 of 06
G
Grasp Relevance
Human Need · Meaning

Humans prioritise personally meaningful information. People engage when communication feels relevant to their world.

"Why does this matter to me, today, in my role?" — answer that, or be ignored.
Psychology at work
Self-reference effectEmotional salienceMotivational relevanceIdentity alignment
Key design heuristics
Recognition through familiar symbols
STOP ~250 MS no reading needed VS NOTICE TO ALL PERSONS Cease forward motion immediately. ~3-5 SEC parse, then decide ! HAZARD PROHIBITED SAFE / GO
Relatable
Recognition · Familiarity · Consistency
Wholeness
Synthesis · Choices
Where it goes wrong
Generic messagingOrg-centred languageEmotionally flat contentUnclear relevance
Before · Generic broadcast

To: All Staff · From: Operations · Cc: ELT · BCC: HR; L&D; Comms; Risk; Safety

Dear all,

As part of our ongoing commitment to operational excellence and in line with our strategic priorities for the year ahead, a number of changes will be implemented from 12 May. These changes affect all areas of the business and all team members should familiarise themselves with the relevant updates.

The changes form part of our broader transformation programme, supporting the three pillars outlined in our annual plan: people, performance, and partnership.

Specific implications for your team will depend on your area of responsibility. Please discuss with your line manager at your earliest convenience. Further detail is available on the intranet under Operations > Updates > Q2.

Thank you for your continued support, engagement, and commitment.

Sent to 14,200 recipients. Open rate Q1: 11%.

After · Honed for relevance
Q2 changes · effective 12 May
Here's yours.
If you're a posty
Route software updates Monday. 5-min walk-through at start of shift.
If you're a team lead
Two new toolbox topics. Pre-built. 5 min each.
If you're a hub manager
New compliance dashboard in OpsApp.
Principle
Click or press → to reveal
12 / 18
Principle 04 of 06
N
Navigate It
Human Need · Orientation

People no longer read communication like books. They navigate it like systems.

A reader shouldn't have to map a document to use it.
Psychology at work
Mental modelsDecision fatigueNavigation stressCognitive mapping
Key design heuristics
Wayfinding & Continuity
START ? YOU READ TOP TO BOTTOM PICK A PATH
Functional
Continuity · Proximity
Relatable
Consistency · Recognition
Wholeness · Freedom
Synthesis · Flexibility & Efficiency
Where it goes wrong
Confusing structureOverwhelming documentsToo many optionsPoor wayfinding
Before · 23-page PDF, top to bottom

Operations Manual · Section 4 · v3.7.2 · 23 pages

TABLE OF CONTENTS
4.1 Scope & Application ........... p.1
4.1.1 Purpose .......................... p.1
4.1.2 Applicability .................... p.2
4.2 Roles & Responsibilities ..... p.3
4.3 Equipment Requirements ... p.5
4.4 PPE Standards ................... p.7
4.5 Operating Protocols ........... p.9
4.5.1 Standard procedures ....... p.9
4.5.2 Non-standard ................. p.10
4.6 Threshold Definitions ......... p.12
4.7 Manual Handling ............... p.14
4.7.1 General principles ........... p.14
4.7.2 Two-person lift ............... p.16
4.7.2(a) 15-20kg ..................... p.17
4.7.2(b) 20kg+ ........................ p.19
4.7.2(b)(i) Standard ................ p.19
4.7.2(b)(ii) Non-standard ........ p.20
4.7.2(b)(iii) Exceptions ............ p.21
4.8 Incident Reporting ............. p.22
4.9 Compliance & Audit ......... p.23

Refer to the full manual for complete procedural requirements. Where ambiguity exists, contact Operations Compliance.

After · Honed for navigation
Parcel handling · find your path
What do you need right now?
Principle
Click or press → to reveal
13 / 18
Principle 05 of 06
A
Act On It
Human Need · Behaviour

Humans struggle with friction. Good communication makes the next action obvious and easy.

If readers have to ask "so what do I do now?" — the design has failed.
Psychology at work
Behavioural frictionChoice paralysisAction uncertaintyEffort avoidance
Key design heuristics
Choice reduction & Feedback
? DO THIS NOW → or read the detail
Wholeness
Choices
Freedom
Feedback · User Freedom & Control · Error Prevention
Where it goes wrong
Unclear actionsAmbiguous ownershipToo many stepsNo operational direction
Before · Eleven asks, no clarity

Subject: Q2 actions — please action where applicable · FYI also

Team,

Following on from recent communications, please find below a summary of actions that should be considered over the coming weeks, with a particular focus on compliance, cascading, and continuous improvement:

  • Review the attached procedure document in detail.
  • Cascade to direct reports through your usual channels.
  • Update your local risk registers where applicable.
  • Raise any concerns at your next team meeting.
  • Log compliance in the relevant tracker.
  • Confirm receipt via the acknowledgement link.
  • Attend the briefing on Thursday (optional).
  • Complete the online module by end of month.
  • Discuss with your line manager as appropriate.
  • Forward to any other relevant parties.
  • Action any local adjustments required.

Please prioritise as appropriate to your role and context. Thank you.

After · Honed for action
Action · by Friday 16 May
Pick the one that fits this week.
All three count as done. Most people start with the first.
01
Run the 15-minute toolbox. Pre-built script. Reading and logging both happen inside it.
02
Brief one-on-one. Walk a team member through the one-pager.
03
Read the one-pager solo. Then log it in OpsApp.
Principle
Click or press → to reveal
14 / 18
Principle 06 of 06
L
Live It
Human Need · Reinforcement

Humans learn through repetition and reinforcement. Communication only matters if it changes behaviour over time.

A launch is not a behaviour change. Only repetition makes it real.
Psychology at work
Habit formationSocial proofMemory decayBehavioural reinforcement
Key design heuristics
Consistency & Cadence
ONE-OFF LAUNCH SUSTAINED CADENCE LAUNCH WK1 WK2 WK3 WK4 WK5 WK6
Relatable
Consistency · Familiarity
Wholeness
Synthesis · Symmetry
Where it goes wrong
One-off launchesLack of reinforcementDisconnected messagingCommunication that fades
Before · One-and-done launch

Subject: New procedure now live · 12 May · ACTION COMPLETE

LAUNCHEFFECTIVE TODAYFINAL

Team,

The new parcel handling procedure is in effect from today. All staff are expected to familiarise themselves with the updated requirements.

The procedure has been distributed through the usual channels. Compliance will be reviewed at end of quarter.

Thank you for your cooperation.

[no further communication received]

Three months later · compliance: 41% · awareness in field surveys: 18%

After · Honed for reinforcement
Launch + cadence · 7 weeks
The launch is week one of seven.
Reinforcement planned before launch.
1
Mon 12 — Launch. 1-page brief.
2
Tue-Fri — Toolbox. Every site, 15 min.
3
Wk 2 — Story. Real example shared back.
4
Wk 4 — Check. Lead asks one question.
5
Wk 7 — Habit check. Did it stick?
Principle
Click or press → to reveal
15 / 18

Three real artefacts. Each fails the framework in a different way.

SIGNAL principle
Design heuristic
Safety Leadership Procedure — page 1
Safety Leadership Procedure — page 2
Safety Leadership Procedure · 2 pages Click the dots
Electric Shock Safety Notice
Electric Shock Safety Notice Click the dots
Critical Risk — Animal Attack
Critical Risk — Animal Attack Click the dots
17 / 18
Opposite

Four ways we work alongside your safety system.

Organisational psychologists, human-centred designers, technologists. We engage where the system meets the human.

01
Reimagine the system

Strategy and thought leadership. See your SMS through a behavioural lens.

Strategy · Thought leadership
02
Restructure the system

Architecture, governance, information design. Less noise, more signal.

SMS architecture · Information design
03
Rebuild around risk

Procedures redesigned around critical risk, not audit trails.

Critical risk · Procedure redesign
04
Support digital transformation

The human side of digital safety tools. Adoption, not afterthought.

Digital · UX · Adoption
18 / 18
An Australia Post worker holding a phone showing safety guidance

Communication is not what organisations send.
It's what humans experience, understand, and act on.

SIGNAL
Minimal.Confident.Elegant.
SIGNAL Framework · 2026

Example
Click outside or press Esc to close
Opposite × Australia Post Opening
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