Energy Safe Victoria targets the DIY man with ‘Don’t do it yourself’ campaign

Energy Safe Victoria has launched a public safety campaign bearing the new acronym DDIY – don’t do it yourself – as it tries to reach the audience of men who stubbornly believe in DIY and self-sufficiency.

The ads, created by DPR&Co, open like a tutorial video, but instead of the host taking the viewer through the steps on an electrical solve, he declares the only step is to call a licensed electrician.

DPR&Co co-founder and executive creative director, Richard Ralphsmith, described the brief the agency had to follow.

“Our brief was to reach a cohort of men who believe in self-sufficiency, or who have a ‘it can’t be that hard’ mentality,” he said.

“We didn’t want to demean or insult them, so our approach was designed to be conversational, enlisting a relatable handyman persona to deliver the campaign message.”

Energy Safe Victoria’s head of communications and marketing, Jonathan Granger, explained the motivation behind the campaign.

“Many people don’t know that it’s illegal for unqualified people to do their own electrical work. They’re completely unaware of the potential risks. These risks go beyond electrocuting yourself or others. Illegally performed electrical work can lead to house fires, void your home insurance and see you faced with hefty repair bills as a result of faulty wiring,” Granger said.

The campaign will be executed across OOH, press, digital and social media channels across Victoria.


Creative Agency: DPR&Co
Executive Creative Director: Richard Ralphsmith
Art Director: Tassy Kontogiannis
Designer: Nathan Millard
Copywriters: Andrew North, Richard Ralphsmith

Production company: Adonis Films
Director: Donald Percy


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