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’.