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Case Study Energy Queensland

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Energy Queensland


Energy Queensland - Energex & Ergon


  • TV, Press, Radio
  • Digital display
  • Social media
  • Outdoor
  • Inter client collateral

Creative Challenge

Between 2010 and 2017 there were 65 serious incidents involving overhead powerlines in Queensland. Nine of these were fatal. Energy Queensland needed to convey a serious message to Queenslanders around the dangers of powerlines and how to avoid them.


Take care, stay line aware – a strategic creative platform that highlighted the dangers of overhead, fallen and underground powerlines.

Delivered across multiple channels and with longevity in mind, the campaign used a series of more familiar line references that Queenslanders are all mindful of on a daily basis. This acted as visual analogy to prompt Queenslanders to be more aware of the lines that matter most – powerlines.


Initial feedback from Energy Queensland has been extremely positive.

“We were seeking fresh campaign creative that would serve as an effective yet enduring long-term behaviour change campaign and Khemistry delivered on this in spades.”

Anita Sietas – Energy Queensland
Manager Customer Marketing, Brand and External Relations.

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