Electrical Safety Authority and Proof Strategies Reveal the Truth About Unlicensed Electricians with Award-Winning Safety Campaign

June 18, 2024

The Electrical Safety Authority (ESA) and Proof Strategies have received seven awards from the Canadian Public Relations Society (CPRS), including 2024 ACE Best Creative Campaign, for the outstanding “Don’t Risk It” campaign. The campaign raises awareness of the risks of unlicensed electrical work.

ESA engaged Proof Strategies to develop the integrated communications campaign, targeting the most at-risk city centres and populations in Ontario in both English and Punjabi, to educate homeowners on the importance of hiring Licensed Electrical Contractors (LECs) who file an electrical permit. The campaign delivered exceptional reach and positive response, driving a 41 per cent increase in year-over-year usage of ESA’s contractor look-up tool. Those who saw the campaign were two times as likely to be familiar with the need to hire an LEC.

“Preventing electrical harm is our top priority at ESA, and this campaign is a shining example of how we educate Ontarians to keep them safe,” said Josie Erzetic, President and CEO, Electrical Safety Authority. “We’re honoured to be recognized by CPRS and immensely proud of the creativity and insight that went into this campaign. The real winners are Ontarians who increasingly make the right decision to work with Licensed Electrical Contractors.”  

Josie Erzetic, President and CEO, Electrical Safety Authority

“Don’t Risk It” earned recognition at the 2024 CPRS ACE Awards gala in Toronto in the following categories:

• Best Creative Campaign
• GOLD – Digital Communications Campaign of the Year
• SILVER – Marketing Communications Campaign of the Year
• SILVER – Best CSR or Cause-Related Campaign

The campaign also shone at the 2024 CPRS Awards of Excellence national conference gala in Mont Tremblant, Quebec:

• GOLD – Best Non-Profit Campaign
• BRONZE – Best Integrated Campaign
• BRONZE – Canadian Marketing Communications Campaign of the Year

“These awards demonstrate a true partnership focused on results,” said Vanessa Eaton, President, Proof Strategies. “It is through this kind of breakthrough, strategic work that we can effectively earn attention and create impact. We’re proud to support ESA’s important mission of keeping Ontarians safe from electrical harm.”

To find a Licensed Electrical Contractor near you, visit HireLicensed.ca, and learn more about the campaign here.