That's the message Energy Safe Victoria is delivering to an audience of men who stubbornly believe in DIY and self-sufficiency.
“Our brief was to reach a cohort of men who believe in self-sufficiency, or who have a ‘it can’t be that hard’ mentality,” said DPR&Co co-founder and executive creative director, Richard Ralphsmith.
“We didn’t want to demean or insult them, so our approach was designed to be conversational, enlisting a relatable handyman persona to deliver the campaign message.”
“Many people don’t know that it’s illegal for unqualified people to do their own electrical work. They’re completely unaware of the potential risks. These risks go beyond electrocuting yourself or others. Illegally performed electrical work can lead to house fires, void your home insurance and see you faced with hefty repair bills as a result of faulty wiring,” said Energy Safe Victoria’s head of communications and marketing, Jonathan Granger, when explaining the motivation behind the campaign.
What do you think of this campaign?