303 MullenLowe launches Western Power '360 Aware' safety platform with 'Al the owl'

Western Power and 303 MullenLowe have launched a new platform and safety message to cut through regulatory safety messages and talk directly to contractors.

Western Power already runs public safety campaigns, but this time wanted a strategy for talking to industry - particularly builders, construction workers, excavation, drilling, crane operators and truck drivers, as research showed these professions are most likely to cause electricity incidents.

303 MullenLowe worked strategically with Western Power to develop the safety platform, 360 AWARE, which encourages contractors to check their environment or work sites effectively to identify risks. To launch the campaign, safety ambassador Al the Owl delivers the campaign's key message: "Before anything risky, look 360."
"We developed a safety ambassador with a difference; Al's a seasoned contractor with feathers, multiple vertebrae and a thousand-mile stare," said Richard Berney, ECD at 303 MullenLowe.

Watch 'Digger' HERE.
Watch 'Tipper' HERE.

Jill Goodwin, Western Power Brand and Customer Communications Manager, said: "This campaign re-energises our important historical safety messaging, and refocuses people's understanding of safe behaviours to prevent incidents."

Creative Lead, Dean Hunt of 303 MullenLowe, Perth adds: "Al the Owl's sole aim is to prevent harm to the thousands of contractors working around live power in WA. We needed a fun character to deliver a serious message to experienced contractors willing to reject safety messages from authority figures. If Al can save a career or prevent a serious injury, it will have all been worthwhile. Bringing Al to life with the team at Western Power has been a real hoot."


Western Power
Brand and Customer Communications Manager: Jill Goodwin
Community Education Specialist: Paul Farina
Senior Brand and Marketing Specialist: Bathsheba Fordyce

303 MullenLowe
ECD: Richard Berney
Creative Lead / Copywriter: Dean Hunt
Senior Art Director: Steve Lorimer
Senior Copywriter: Dave Wilson
Senior Designer: Madeleine de Pierres
Planning Director: John Linton
Client Service Director: Todd Baker
Business Director: Emma Hicks
Business Executive: Ali Mackellar
Agency Producer: Rozanne Fretz
Media Director: Bec Oliver
Digital Media Director: Sasha Neame
Media Planner: Lucinda Kitney
Head of Digital: Peter Liddell
UX Designer: Douglas Lemos