While most people knew of the Dial Before You Dig service, tradies and DIYers were becoming complacent about using it. Part of this is due to the name (you go online these days, not call), and part of it is consequence – most times you dig and strike something, it’s likely to be a stormwater pipe or data cable - disruptive, but not deadly.
Our task was to reframe the dangers to get people to search first online, every time, by reminding them that striking a high-pressure gas main or high-voltage electricity cable could mean it’s the last hole they’ll ever dig. In short, be highly emotive in order to encourage behaviour change.
The highly impactful campaign ran across TV, radio, digital, social and magazine.