AGL is a leading integrated essential service provider, with a proud 184 year history of innovation and a passionate belief in progress – human and technological.
SBM constructed communications around an industry and community awareness campaign that would encourage safer behaviour when working with or around electricity in order to fulfil AGL obligations for an Enforceable Undertaking with SafeWork NSW.
To engage electrical workers as well as the broader NSW public, SBM conducted focus groups that explored why people choose to behave unsafely around electricity. We identified that while younger employees feel they act safely, they are actually most at risk and have a sense of invincibility when it comes to electrical dangers. At home, DIYers have a sense of being immune to the risks of working with electricity, while parents are unaware of many of the risks they need to explain to their children, but are the most focused on acting safely.
On Target Messaging
Having identified these distinct audiences, our campaign focused on social and digital content to engage people outside of work when they would be more receptive to messaging that was humorous and relatable, but followed by a serious safety message.
We created new brand Shock Factor, and a content hub that housed blogs, infographics, stories and downloadable assets for business use.
For electrical workers, we shot and developed a range of video content, which used humour and relatable, everyday scenarios to show the dangers they might be ignoring. This tapped into a common rivalry between younger and older electricians with a flashback to the 80s, and we created a superhero character Invinc-o-Man, who found electricity to be his archnemesis.
For families and DIYers, we created a series of educational content that provided information on the biggest risks and tips to stay safe.
This was supported by a PR campaign, successfully placing relevant content with publications such as Inside Small Business and Practical Parenting, which spoke directly to our primary and secondary audiences.
An advertorial placed with Bunnings magazine was distributed to 290 Bunnings stores around Australia, reaching our core DIY audience at the right time.
The digital and social content generated over 2.5 million impressions, with the videos watched more than 1.2 million times in total.
Most importantly, the content sparked genuine conversations about safety, with 500 comments and 600+ shares.
Many of the comments saw our audience tagging their friends, family members or colleagues, encouraging them to stay safe or recommending the content be used in workplace safety inductions. Some comments even referenced that the post had been part of a conversation over the weekend – showing the campaign’s real-world impact.
The content was also shared to a local Facebook page for electricians with more than 117,000 members and re-shared by numerous industry organisations and electrical pages.