Public Safety Campaigns Don’t Have to Play it Safe to Get Big Results

Public Safety Campaigns Don’t Have to Play it Safe to Get Big Results

Advertising | Branding | Digital marketing | Market research | Media planning | Strategic planning | Video | Web design & development

Challenge

Under federal law, energy providers are required to promote—and measure—natural gas safety awareness in the communities that they serve. For Vectren, that means targeting a very diverse audience (residents ages 18-64 in Indiana and Ohio) with very diverse media consumption habits—all on a very limited budget. 

Solution

We built our humor-driven “Don’t Be That Guy” public safety campaign around the one medium that could overcome all of these challenges: digital advertising. Using a sweepstakes as our call to action, we drove people to the campaign’s microsite where they could enter to win and, more importantly, learn all the facts about natural gas safety.

Big Results

Post-campaign surveys showed that consumer recall of safety communications, understanding of the importance of evacuation, and knowledge of “call before you dig” laws all increased. In fact, 84% of qualified respondents stated they would be likely to have utility lines marked before beginning a digging project.

Award Highlights

Digital Marketing Campaign of the Year — American Marketing Association Baltimore
Safety Video Excellence Finalist 
— American Gas Association

66%

Video completion rate
60% industry benchmark

.10%

Blended clickthrough rate
0.5% industry benchmark

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3/4 people

agree that Vectren ensures public safety