Taking On the Underground Economy for a Safer Ontario

Electrical Safety Authority

UNIFIED MARKETING COMMUNICATIONS

Challenge:

The Underground Economy was surging with uninformed Ontarians illegally hiring unlicensed contractors for electrical work in their home – putting them, their family and their home at risk. 

Insight:

Unlicensed electricians hide in plain sight. But what if they advertised truthfully, so it was easier to tell them apart from Licensed Electrical Contractors (LEC)?

Approach:

“Don’t Risk It” – leaning in on humour to land a serious message, we showcased truthful branding from non-licensed electricians and the dire consequences that could come with their work.

Impact:

People who saw our campaign were 2X as likely to be familiar with need for an LEC we also drove a 41% increase year-over-year usage Find an LEC tool on the ESA web site.

Awards:

Winner of 7 industry awards, including: 

• 2024 CPRS National Awards of Excellence – Best Non-Profit Campaign (Gold)
• 2024 CPRS ACE Awards – Best Creative Campaign, Digital Communications Campaign of the Year (Gold)