Many people think electrical safety is just common sense, but that can be a danger in itself.
SA Power Networks is committed to the safety of South Australians and as such, wanted to develop an educational campaign around electricity and community interaction with its extensive distribution infrastructure.
Paul Roberts, manager corporate affairs at SA Power Networks says: “We conducted detailed research to more deeply understand community knowledge and gaps in people’s understanding about electrical safety. We have used that research to develop a strategic, simple, focused campaign. Initial tracking shows a high level of behaviour change amongst people familiar with the messaging.”
Electrical shock from car accidents, downed wires and farm work are just some of the hazards explored in the creative. Each is framed by a thought-provoking question and supported by the campaign line: ‘You’ll be shocked by what you don’t know’.
Nick Brz, NATION creative director added: “It’s always a privilege to work on behavioural change campaigns, because if you get it right you can make a real difference. The campaign was designed to make the audience pause and imagine themselves in these potentially lethal situations – and arm themselves with knowing what to do to keep themselves and others safe.
The campaign is very much grounded in and reflective of the SA Power Networks brand positioning ‘Empowering South Australia’, which was also developed by NATION.
The campaign appears across TV, radio, digital, press and outdoor.
Credits
Client: SA Power Networks.
Manager Corporate Affairs – Paul Roberts
Agency: NATION.
Creative Director – Nick Brz
Head of Copy – Katheryn Korczak
Project Director – Greg Faull
Agency Producer – Judi Oehme
Strategy Director – Charlotte Clarke
Production: Yah Yah
House: Yah Yah
Director – Roh Smith
Producers – Annalise Menzel & Anna Bardsley-Jones
Sound – Best FX
