Create brand awareness with a message that informs ‘diggers’ or those planning to dig, about safe work site practices and the Dial Before You Dig service. It was also important to communicate the multiple ways in which users of this service can lodge an enquiry.
To demonstrate that even the most experienced diggers need to use Dial Before You Dig to avoid costly mistakes, even Bluey the Master Digger.
To engage with the broadest audience a television campaign was produced that used humour to communicate the importance of using this free service. Humour was used to generate cut-through and enhance the memorability of the ad.
Redhanded also redesigned the Dial Before You Dig website in line with this campaign.