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The campaign utilises orange smoke to highlight the invisible danger of carbon monoxide by visualising something that can’t be seen. The orange smoke, and supplementary distinctive brand assets of a gas heater and impactful tagline “BE SURE”, drives awareness amongst Victorians about the risks of carbon monoxide poisoning caused by a faulty gas heater. The campaign urges all Victorians to get their heater serviced once every two years by a qualified gasfitter.

Sophie Lander, national managing director, cummins&partners, said, we are proud to be launching the next iteration of the “BE SURE” campaign. A campaign with a powerful message that taps into every Victorian’s desire for certainty - when ensuring their family’s safety. The simple key visuals developed provide Energy Safe a strong set of distinctive brand assets, that will continue to support the effectiveness of the campaign across the coming weeks and months.

The campaign launches across BVOD, programmatic display and video, social, DOOH, print and radio.