ENERGY SAFE VICTORIA TAPS DPR&CO, MELBOURNE FOR LATEST INTEGRATED ‘LOOK UP AND LIVE’ CAMPAIGN

DPR&Co, Melbourne has been tasked by Energy Safe Victoria (ESV) with revitalising its long-running ‘LOOK UP AND LIVE’ property. The campaign is designed to encourage workers to be aware around dangerous overhead power lines.

In Victoria, five people have been killed and many hundreds injured in avoidable overhead power line accidents over the past 10 years. Often, workers were aware of the dangers of overhead power lines but had not checked their location. Power lines across rural and regional properties can be single wires that are very hard to see.

Says Jonathan Granger, Head of Communications and Marketing at ESV: “Many accidents are the result of drivers of heavy vehicles – particular tipper trucks – simply failing to check for power lines. This campaign combats the issue by focussing on simple steps to anticipate and eliminate risks as soon as workers enter a site.”

Working in close consultation with ESV’s team, including field experts, the DPR&Co campaign alerts operators to their own responsibility to manage risks. The campaign theme “Don’t expect a warning” is paired with a mnemonic device of an overhead safety gantry, familiar to all truck drivers.

Says DPR&Co co-founder and Executive Creative Director, Richard Ralphsmith: “We love working on campaigns with a strong purpose. This ongoing ESV property has contributed to the saving of many lives, and we’re delighted to revitalise it with this latest iteration.”

The campaign comprises print, social and digital out-of-home and radio.