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

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

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.


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


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