FirstEnergy
Energy & Sustainability
Working near overhead power lines poses a severe risk to contractors and homeowners alike. A single moment of inattention can lead to devastating consequences, from severe injury to fatal accidents. Our client FirstEnergy saw an opportunity to educate and protect its customers through a strategic, action-driven safety campaign. By delivering clear, engaging reminders, we helped empower people to stay safe and take lifesaving precautions.
Contractors and homeowners often underestimate the risks of working near power lines. Research showed that many believe safety precautions are only necessary when handling electrical equipment, overlooking the danger posed by incidental contact. Common activities like tree trimming, gutter cleaning, and holiday decorating put people at risk without them even realizing it. FirstEnergy recognized the need to shift this mindset and ensure safety remained top of mind.
People remember what’s simple and easy to act on. The campaign introduced “Stop. Look Up. Live.”—a memorable, three-word safety mantra that reinforced a habit of awareness before engaging in tasks near overhead wires. Inspired by classic safety slogans like “Stop, Drop, and Roll,” this phrase ensured the message was both actionable and unforgettable.
We introduced Max Safety, a friendly, authoritative lineman character, to guide audiences through relatable scenarios. Through engaging storytelling and real-world situations like painting a house or trimming trees, Max delivered lifesaving advice in a way that resonated with both homeowners and contractors.
The campaign rolled out across an integrated mix of channels, including CTV/OTT, social media, digital display, and streaming audio. Seasonal messaging kept safety relevant year-round, with targeted content reminding homeowners about holiday decorating and contractors about heightened risks during tree-trimming seasons.
Retargeted ads reinforced key messages and directed audiences to FirstEnergy’s safety page for more resources.
The “Stop. Look Up. Live.” campaign exceeded expectations, driving high engagement and increasing awareness of power line safety. Nearly 90% of streaming TV videos ran to completion, surpassing industry benchmarks by 7+ points on CTV and 2+ points on OTT platforms.
Retargeted digital display ads delivered a click-through rate four times higher than the benchmark. Although not traffic-focused, the campaign successfully directed over 28,000 people to FirstEnergy’s safety webpage.
And with 38% of digital video impressions reaching contractors, the campaign made significant strides in increasing safety awareness within this high-risk group.
By making power line safety an accessible and ongoing conversation, we helped FirstEnergy reaffirmed its role as a trusted safety advocate while helping to prevent life-threatening accidents.
Hey! Our name is pronounced Mōw-rrr, like this thing I’m pushing.