DPR&Co 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 of 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.
ESV head of communications and marketing, Jonathan Granger said: “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.
DPR&Co co-founder and executive creative director, Richard Ralphsmith said: “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, launching in April, features in print, social and digital out-of-home and radio.