303 MullenLowe launches Western Power ‘360 Aware’ safety platform with ‘Al the owl’

Western Power and 303 MullenLowe have launched a new platform and safety message to cut through regulatory safety messages and talk directly to contractors.

Western Power already runs public safety campaigns, but this time wanted a strategy for talking to industry – particularly builders, construction workers, excavation, drilling, crane operators and truck drivers, as research showed these professions are most likely to cause electricity incidents.

303 MullenLowe worked strategically with Western Power to develop the safety platform, 360 AWARE, which encourages contractors to check their environment or work sites effectively to identify risks. To launch the campaign, safety ambassador Al the Owl delivers the campaign’s key message: “Before anything risky, look 360.”

“We developed a safety ambassador with a difference; Al’s a seasoned contractor with feathers, multiple vertebrae and a thousand-mile stare,” said Richard Berney, ECD at 303 MullenLowe.

Watch ‘Digger’ HERE.

Watch ‘Tipper’ HERE.

Jill Goodwin, Western Power Brand and Customer Communications Manager, said: “This campaign re-energises our important historical safety messaging, and refocuses people’s understanding of safe behaviours to prevent incidents.”

Creative Lead, Dean Hunt of 303 MullenLowe, Perth adds: “Al the Owl’s sole aim is to prevent harm to the thousands of contractors working around live power in WA. We needed a fun character to deliver a serious message to experienced contractors willing to reject safety messages from authority figures. If Al can save a career or prevent a serious injury, it will have all been worthwhile. Bringing Al to life with the team at Western Power has been a real hoot.”

CREDITS

Western Power

Brand and Customer Communications Manager: Jill Goodwin

Community Education Specialist: Paul Farina

Senior Brand and Marketing Specialist: Bathsheba Fordyce

303 MullenLowe

ECD: Richard Berney

Creative Lead / Copywriter: Dean Hunt

Senior Art Director: Steve Lorimer

Senior Copywriter: Dave Wilson

Senior Designer: Madeleine de Pierres

Planning Director: John Linton

Client Service Director: Todd Baker

Business Director: Emma Hicks

Business Executive: Ali Mackellar

Agency Producer: Rozanne Fretz

Media Director: Bec Oliver

Digital Media Director: Sasha Neame

Media Planner: Lucinda Kitney

Head of Digital: Peter Liddell

UX Designer: Douglas Lemos