#RespectThePower

Background

In 2015 ESA (the Electrical Safety Authority) engaged Idea Studio to create a fully integrated campaign that would raise awareness of the issue of powerline safety. Our client's goal was to “get to zero” in the number of fatalities due to accidental powerline contact, but also to build their brand recognition as an authority in electrical safety.

Strategy

The real issue wasn’t ignorance of the danger of powerlines, it was a lack of awareness of the lethal power of electrocutions. With help from our talented friends at Cuppa Coffee Studios, we constructed an ultra-detailed 1:6 scale model. The camera moves slowly through the environment forcing the viewer to confront the real consequences of a powerline accident. The video ends with a simple line: This message is brought to you by 44,000 volts. #RespectThePower

Results

The PSA aired on television during Powerline Safety Awareness Week and was supported by social and print elements. Extensive post-campaign testing revealed a 27% increase in familiarity with the ESA among viewers who reported they saw the ads, but were unfamiliar with the ESA prior to the campaign. Due to this success, ESA has brought the campaign back for a second year.