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.
To fulﬁl obligations for an Enforceable Undertaking with SafeWork NSW, AGL approached Ovato to help with an industry and community awareness campaign that would encourage safer behaviour when working with or around electricity. This campaign had two core audiences – electrical workers and at-home electrical customers/users.
We conducted in-depth market research into both audiences to create a successful campaign that would raise awareness of the risks, identify and address barriers to safety, and drive a change in behaviour.
To engage electrical workers as well as the broader NSW public, Ovato 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 the most focused on acting safely.
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 was 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.