Utility Safety Partners’ 2022 Advertising

Utility Safety Partners’ 2022 Advertising

Utility Safety Partners has been promoting damage prevention safety for decades and while messaging and delivery methods have changed over the years, the key objective of protecting public, worker and community safety, and preserving the integrity of Alberta’s energy and utility assets, remains the same.

We’ve been telling Albertans to Call, and now, Click Before You Dig for almost 40 years, and reminding folks to always ask "Where’s the LINE?” before doing any work. The cyclical nature of the digging season in Alberta demands we return with our awareness campaign ever year. 

USP’s 2022 advertising campaign will be delivered by radio, social media, online advertising, the Prairie Podcast, media opportunities, our Safety Ambassadors and our eNewsletter. The campaign includes a big kickoff when the digging season begins and ongoing advertising and promotion across various channels throughout the year. In 2022, the approach will continue to merge messaging with "Where’s The Line” and ensure the Utility Safety Partners name and brand have clear connections to the One-Call service Albertans are familiar with.

Our campaign is directed to four key target audiences – homeowners, the digging community, the agricultural community and crews conducting aerial works. Secondary to those audiences are the owners of the buried and overhead energy and utility assets that register their data with USP and their employees.

Radio represents the cornerstone of USP’s advertising campaign and like previous years, we’ll be promoting awareness on 43 radio stations across the province. Two of our clients, X100.7 in Red Deer and X92.9 in Calgary, have even dreamed up a way to leverage our radio ad as an opportunity for listeners to win one thousand dollars – all in the name of safety!

Mike Sullivan - President - Utility Safety Partners