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Taking On the Underground Economy for a Safer Ontario

Electrical Safety Authority



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. 


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)?


“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.


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.

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