It’s like a disaster movie version of Theodore Tugboat. As part of its ongoing public safety efforts, Ontario Power Generation (OPG) has launched a new water safety campaign alerting Ontarians to the dangers of boating, swimming or fishing in the vicinity of the province’s dams and hydroelectric stations.
The awareness campaign launched on Monday with a new website, StayClearStaySafe.ca, complemented by print, TV, pre-roll and banner ads. The creative elements feature a miniature model of a remote Ontario landscape close to an OPG dam and hydroelectric station.
The model was created by New York-based Hornet Inc, which has also created elaborate sets for companies including Ireland’s Permanent TSB Bank and PNC. The model will be displayed at OGP facilities alongside a winter-themed set that will be used in a campaign debuting in December.
The campaign was developed by Toronto-based KBS+ Canada. It is the agency’s first high-profile work for OPG since being named the organization’s agency of record in August 2012.
“You don’t want to be preachy when you’re telling people about risks, but you still want to be able to alert people to the reality of the situation,” said Mark McElwain, vice-president of account services for KBS+. “Doing it in miniature seemed to be a nice way to get that message across.”
A 30-second TV spot opens on a bucolic scene of anglers who have ignored posted warnings and are fishing near an OPG dam. Things quickly turn deadly when the dam opens and the onrushing water capsizes their vessel. The spot concludes with an image of an overturned boat and oars floating down the river, accompanied by a super reading “Ignore the warning signs and this could be for real.” (A making-of can be seen here)
McElwain said that OPG research had identified a group of people who are “risk takers,” frequently ignoring posted warnings in their quest for the ideal fishing spot. The campaign targets men between the ages of 30-60.
“We have a responsibility to make sure that people are aware of the dangers around our hydro stations and dams,” said OPG spokesperson Neal Kelly. “Water levels and flows can change dramatically within seconds.”
The website also features downloadable safety guides. A winter-related campaign using the same creative concept will debut in December.
