Energy Queensland Urges Public To ‘Take Care, Stay Line Aware’ Via Khemistry

Energy Queensland Urges Public To ‘Take Care, Stay Line Aware’ Via Khemistry
SHARE
THIS



Addressing the public’s apathy towards electrical powerline safety, a new campaign from Khemistry launched yesterday 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 those 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.

Energy Queensland’s manager of customer marketing, brand and external relations, Anita Sietas, said: “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.”

Khemistry creative director Lindsay Thompson said: “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.

CREDITS

Creative: Khemistry

Creative director: Lindsay Thompson

Head of innovation and strategy: Caroline Starecky

Copywriters: Jessamy Ross and Darren Masters

Art director: Simon Budzevski

Graphic artists: Gaelle Masurier and 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

Manager of customer marketing, brand and external relations: Anita Sietas

Customer marketing ans communications specialist: Maree O’Brien

Marketing adviser: Michelle Brown

 

Latest News

IsoWhey launches #YouGotThis Weight Management Campaign Via Indie Agency Urban
  • Advertising
  • Campaigns

IsoWhey launches #YouGotThis Weight Management Campaign Via Indie Agency Urban

Australia’s leading health and wellbeing brand IsoWhey has launched its latest national campaign, ‘#YouGotThis’. Created by Urban, the campaign highlights the real-life struggles Australians face on their weight management journey. A journey made easier through perseverance, and a little help from IsoWhey. The #YouGotThis campaign is IsoWhey’s biggest marketing investment to date, with executions running […]

Taking A stand? Just Do It…Maybe
  • Marketing
  • Opinion

Taking A stand? Just Do It…Maybe

In this guest post, creative and strategy director at WE Buchan, David Coupland (pictured below), takes a look at the fallout from Nike’s Colin Kaepernick campaign and says what it also does is show the importance brands now play in our lives… Nike’s decision to feature Colin Kaepernick as the face of their 30th anniversary “Just Do It” campaign […]

Opinion

by B&T Magazine

B&T Magazine
How To Optimise Branded Keywords
  • Marketing
  • Opinion

How To Optimise Branded Keywords

In this guest post, CEO of Delacon, Michael Center (pictured below) talks the value of branded keywords for marketers and offer his tips on getting the best from yours… Branded keywords are an essential part of the digital marketing strategy for many large businesses. Trading on the recognition and equity of a brand’s name, some of the country’s […]

Opinion

by B&T Magazine

B&T Magazine
OLYMPUS DIGITAL CAMERA
  • Marketing
  • Opinion

Expertise First, Influence Second: When Influence Is A By-Product Of Expertise

In this guest post, Taryn Williams, CEO and founder of influencer and creative talent marketplace theright.fit, explains why influence should be a by-product of success, not the foundation for it… Like any form of advertising and promotion, influencer marketing is not without its controversies. Earlier this year Australia’s Federal Minister for Health, Greg Hunt, ordered […]

Opinion

by B&T Magazine

B&T Magazine
Ford & Facebook Invite Aussies To Personalise 2018 Mustang With New In-App Experience
  • Campaigns
  • Marketing
  • Technology

Ford & Facebook Invite Aussies To Personalise 2018 Mustang With New In-App Experience

Ford Australia has unveiled a new innovation that showcases the iconic Ford Mustang through a collaboration Facebook and Instagram. The interactive campaign invites Facebook and Instagram communities to take part in a live poll to identify Australia’s ultimate Mustang design. Targeting performance car fans, along with design lovers and image-conscious consumers, Ford and its partner […]