Energy Safe Victoria calls out risky electrical DIY behaviour in latest campaign via DPR&Co

DPR&Co has evolved the successful ‘Electrical DDIY – Don’t Do It Yourself’ campaign for Energy Safe Victoria. The new campaign responds to research that reveals a broader and more diverse group of Victorians are undertaking unsafe electrical work at home.

 

Originally launched in 2019, the DDIY campaign aims to deter unlicensed DIY electrical home activity by reinforcing that, in Victoria, all electrical work must be carried out by a licensed A Grade electrician. Attempting it yourself is not only illegal, but carries serious risks including electrocution, property damage and electrical fires.

While men remain a key audience, particularly those aged 20–39, the latest research shows women and culturally and linguistically diverse (CALD) communities are increasingly at risk. It also highlights a persistent pattern where DIYers acknowledge the inherent risks of their behaviour but downplay the likelihood of a serious accident or incident.

“We know people don’t set out to do the wrong thing, but the consequences of carrying out unlicensed electrical work in your home can be severe,” says Leanne Hughson, CEO at Energy Safe. “This campaign removes any ambiguity and reinforces a simple message – always hire a licensed electrician.”

In response, DPR&Co developed a behaviour change campaign with a creative platform centred on the idea of a perceived ‘grey area’ – a space where people rationalise what they think is safe or acceptable, despite clear legal boundaries.

“This isn’t about people not knowing the rules, it’s about how they interpret them,” says Richard Ralphsmith, Chief Creative Officer at DPR&Co. “The ‘grey area’ is a mindset we identified, where confidence overrides caution. Our job was to expose that and make the line unmistakably clear.”

From May, a suite of multi-format creative assets will launch across outdoor, video, social, audio and regional press.

Agency: DPR&Co
Chief Creative Officer: Richard Ralphsmith
Writer: Chris Taylor
Head of Art: Frankie Ey
Art Director: Tassy Kontogiannis
Director of Client Service: Leanne O’Connor
Senior Account Director: Carla Brugliera
Production company: Eric Tom and Bruce
Director: Craig MacLean

 

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