Call 811 Before You Dig
Project: Call 811 Before You Dig
Client: Southern California Gas
Services: Messaging, Creative & Production, Digital, Marketing & Advertising Services
Brand Story: Use Your Common Sense. Look, Listen & Smell Before You Dig. Call 811 and report a gas leak.
Marketing Challenge: Using a very limited budget, we developed an integrated multi-channel campaign to change the consumer’s behavior directing them to call 811 before any home digging project. The campaign messaging raised awareness of the danger, educated consumers on how to detect a leak, and directed them to call 811 to learn the location of gas lines. The campaign used broad reach mediums, social media, and community outreach to engage consumers. In order to reach a diverse consumer base, the campaign was created to be culturally relevant and ran in English, Spanish and two Asian languages.