Take Care, Stay Line Aware — Tapping into people’s emotions to put them on the lookout for power lines

Between 2010 and 2017, there were 65 serious incidents involving overhead powerlines in Queensland.

Nine people lost their lives. But despite this, research showed that most Queenslanders were still ignoring powerline safety advice in the gung-ho belief that ‘it doesn’t apply to me’. To overcome this she’ll-be-right attitude, we had to help people connect with the danger in a more human, emotional way.

‘Take care, stay line aware’ reframed powerline safety in a way everyone can relate to; with a story. Tapping into the human truth that while lines guide us our entire lives, a moment of inattention can mean ‘missing the lines that matter most’.


Energy Queensland

  • Behaviour Change Strategy
  • Advertising

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