Energy Queensland urges people to stay line aware

Energy Queensland has targeted people who don’t take notice of powerlines telling residents to notice potentially dangerous lines in its latest safety campaign.

Created by Khemistry, the ad highlights the important and symbolic lines throughout different stages of life including colouring in, playing sport, measuring height and taking pregnancy tests.

The ad aims to remind Queenslanders that there are many lines in life which are noticed and encourages people to notice the important and potentially dangerous ones, powerlines.

‘Take care. Stay line aware,” is the tagline used at the conclusion of the ad.

Anita Sietas, manager of customer marketing, brand and external relations at Energy Queensland, said in a statement: “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.”

Lindsay Thompson, creative director at Khemistry, added: “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 will roll out across TV, radio, digital and print.


  • Agency – Khemistry, a GrowthOps Business
    Creative Director: Lindsay Thompson
    Head of Innovation and Strategy: Caroline Starecky
    Copywriters: Jessamy Ross, Darren Masters
    Art Director: Simon Budzevski
    Graphic Artists: Gaelle Masurier, 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
    Anita Sietas
    Maree O’Brien
    Michelle Brown

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