BSM launches fourth Fill Safe, Feel Safe campaign

Brunei Shell Marketing Company (BSM) recently launched the Fill Safe, Feel Safe 2022 campaign, the fourth installment since its debut in 2014.

In his welcoming remarks, Minister of Transport and Infocommunications Yang Berhormat Pengiran Dato Seri Setia Shamhary Pengiran Dato Paduka Haji Mustapha highlighted the importance of the collaboration between BSM, the governing authorities of Brunei Darussalam and the public to deliver the aspiration of an incident-free retail site and service to the public refueling at Shell retail stations.

“I understand that attendants at the gas station or known as Service Champions are often faced with various challenges daily while carrying out their duties, ensuring that safety is guaranteed for all,” he said.

Image: Iqbal Dato Selamat

The minister further said that several rules and guidelines have been introduced to protect station employees.

However, he added, non-compliance to the set rules have exposed service champions, customers and visitors at the station to unwanted incidents.

“There are times when service champions are faced with violence and threats from customers. Therefore, I would like to advise everyone including myself, to give cooperation and obey instructions to protect the safety of all at the gas station,” said YB Dato Pg Shamhary.

Image: Iqbal Dato Selamat

On his part, Managing Director of BSM Muhammad Norshafiee Dato Paduka Haji Abdul Jalil highlighted BSM’s commitment to providing a safe refueling environment and experience to all visiting customers at Shell retail stations.

The managing director also shared statistics on recent incidents that could have been avoided by ensuring the service champions are well trained and equipped in conducting their duty, and by reaching out to customers to provide awareness and compliance with the Retail Safe Refueling Guidelines.

The minister then proceeded to hand over the Fill Safe, Feel Safe posters to Shell retail stations management to create awareness on safety at Shell retail stations to the public.

The Fill Safe, Feel Safe campaign for 2022 is in cooperation and support of the Petroleum Authority of Brunei Darussalam (PA) and BSM to create public awareness on the safety at Shell retail stations and the consequences of non-compliance which may expose both customers and service champions to potential dangers, strengthening the compliance culture across all Shell retail stations and emphasising the well-being of Service Champions and their safety in performing their duty to ensure customers safety and compliance.

Image: Iqbal Dato Selamat

The campaign will be held for four weeks, with each week focusing on a different theme based on common incidents that has occurred at Shell retail stations: A joint visit to selected Shell retail stations will be carried out between BSM, PA, the Safety, Health and Environment National Authority (SHENA) and the National Road Safety Council (NRSC) to communicate with retailers and the public on the campaign’s objectives and purposes.

As a trusted and committed mobility partner, safety at Shell retail stations is of paramount importance to BSM and only by working together can we achieve Goal Zero.

The public is advised to seek the assistance of service champions if they are unsure about any of the safety practices at Shell retail stations and to follow BSM’s official
Instagram and Facebook account @bruneishellmarketing or visit BSM’s website at for the latest safety guidelines.

BSM would also like to invite the public to call BSM Call Centre at 2244739 if they have witnessed or observed any non-compliances or unsafe behaviours at the stations.


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