Energy Safe Victoria
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Campaign Management
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Government & Energy
As the energy regulator of Australia’s second-most populous state, Victoria, ESV is responsible for electricity, gas, and pipeline safety. As an independent government agency, its role is to oversee energy industries and educate Victorians about safe usage practices.
Ellis Jones has developed several safety awareness campaigns for ESV, including the nationally well-recognized Be Sure campaign, which aims to improve gas safety in the home. My work on this project included implementing creatives for English-speaking as well as culturally and linguistically diverse (CALD) audiences for multiple channels including TV, radio, and socials.
ESV’s Be Sure campaign was a 2020 finalist at the Designers Institute of New Zealand Best Design Awards and the Victorian Premier’s Design Awards. It was also awarded as a 2020 Gold Quill Merit Winner by the International Association of Business Communicators.
In 2021, Melbourne claimed the unsettling title of being ‘the world’s most locked-down city during the COVID-19 pandemic’ after surpassing 260+ days under strict restrictions. Thus, it was important to re-evaluate the key messages of the gas heater safety campaign from previous years as Victorians had never been more stuck-at-home.
Through collaboration with MediaCom, ESV’s partner media agency, I helped determine which ads from previous campaign activations were still relevant for Victorians facing an unusually challenging winter. I also assisted with adapting secondary messages for the campaign that targeted CALD communities based on their unique communication barriers.
Additionally, I also contributed towards an ongoing PR strategy that involved nominating ESV’s brand ambassador and founder of the Chase and Tyler Foundation, Vanessa Robinson, for several national leadership awards.
Agency: Ellis Jones