Energy Queensland unveils ‘Take care, stay line aware’ powerline safety campaign via Khemistry
Addressing the public’s apathy towards electrical powerline safety, a new multi-channel campaign from Khemistry – a GrowthOps Business – has launched for Energy Queensland power companies, Energex and Ergon.
Highlighting the dangers that are often ignored in relation to overhead, fallen and underground powerlines, the educational campaign reminds Queenslanders that despite being exposed to all kinds of lines throughout our lives, we tend to miss the lines that can have tragic consequences.
The campaign launches Energy Queensland’s new master tagline for powerline safety, “Take care. Stay line aware.” To reinforce the importance of this message, the tagline appears throughout the campaign as an orange warning flag.
Says Anita Sietas, manager customer marketing, brand and external relations, Energy Queensland: “With the key aim of reducing the number of incidents with our overhead, fallen and underground powerlines we were seeking fresh campaign creative that would serve as an effective yet enduring long-term behaviour change campaign and Khemistry delivered on this in spades.”
Says Lindsay Thompson, creative director, Khemistry: “We welcomed the opportunity to deliver this important behavioural change and awareness campaign for Energy Queensland. Powerlines, like many other lines in our lives, can blend into the background with tragic consequences. Our campaign seeks to remind the public to look-up, and be line aware.”
The campaign launched on Sunday across multiple channels including TV, radio, digital and print. The campaign platform is anticipated to live for the next five years. Media is booked for the next 12 months with additional assets being created over that time.
Agency – Khemistry, a GrowthOps Business
Creative Director: Lindsay Thompson
Head of Innovation and Strategy: Caroline Starecky
Copywriters: Jessamy Ross, Darren Masters
Art Director: Simon Budzevski
Graphic Artists: Gaelle Masurier, Steve Wallwork
Director: Grant Marshall
Stills Photographer: Erik Williamson
Senior Producer: Bec Dakin
Post Production: Khemistry
Sound and Music Composition: Dave Gaylard
Group Account Director: Mark Gregory
Senior Account Manager: Rachel Montague
Account Manager: Phoebe Ong
Client – Energy Queensland
Anita Sietas
Maree O’Brien
Michelle Brown
6 Comments
This is good, well done
I see what you did there with the ‘lines’. Clever. Not.
Looks like maybe the team should cut down on the “lines”. This is coo coo stuff guys. Customers will have no clue what you are talking about..
For an ad that’s all about lines, that end one’s a shocker.
What was wrong with look up and live?
When you’re not meant to, you’ll die.
Like when you’re driving. Or abseiling.