‘Don’t expect a warning’, warns Energy Safe Victoria in danger-awareness campaign

Energy Safe Victoria has relaunched its ‘Look up and live’ campaign, reminding workers to be aware of dangerous overhead power lines.

DPR&Co was tasked with reinvigorating the campaign, introducing the line ‘Don’t expect a warning’, encouraging workers to check their surroundings when entering every site.

The use of the overhead safety gantry suspended over a rural area highlights that not all areas and work sites will have obvious and pointed warnings of powerlines.

The campaign follows insights that five people have been killed and hundreds injured in avoidable overhead power line accidents in Victoria over the past 10 years. Despite workers being aware of the risks, they often do not check their surroundings.

Jonathan Granger, head of communications and marketing at ESV, 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.”

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 will run across print, social, digital out-of-home and radio.


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