Case Study
We dug deep into Ontario’s safety
THE CLIENT
Ontario One Call is a public safety not-for-profit organization that acts as a communications link between utility companies, underground infrastructure owners, and individuals who are planning to dig in the province of Ontario.
IT WAS TIME FOR HOMEOWNERS TO “GET THE DIRT” ON DIGGING SAFELY.
OUR BIG IDEA
To share the importance of safe digging practices, homeowners needed to realize that they must call or click before they dig for any size project. From planting trees, to building new vegetable gardens, requesting a locate is not only the law, but a free service that keeps families safe.
Through this idea, the “Get the Dirt on Small Digs” campaign was born to bring awareness to smaller sized projects.
PHOTOGRAPHY CAN WORK MAGIC
The campaign features people doing typical small backyard projects, such as creating a new vegetable garden, planting a small tree, or other small landscaping projects. This required the great work of our Wolfe Street Studios team to get involved, shoot custom photography and bring our uninformed characters to life.
SMALL PROJECTS, BIG VOICE
Building on the success of our first year, HGTV personality and contractor, Kate Campbell joined the team as our brand ambassador to build awareness and share the importance of safe digging. A true professional, Kate is well versed in outdoor projects that require locates and is an advocate for proper planning and project safety.
THE RESULTS
In the first year of the campaign, a comprehensive and targeted marketing strategy resulted in very high engagement across multiple channels. This award-winning creative was shared through traditional media, social media, search engine marketing and public relations.
Social media users generated thousands of interactions with the Ontario One Call content by liking it, saving it, commenting on posts, and even sharing our messages. We knew we had developed a campaign that resonated with our audience and was worth sharing with friends and family.
