Who do you dig safe for?

1.2 billion dollars. That’s how much Ontario incurs in damages to its underground infrastructure every year due to unsafe digging. In 2022, contractors were responsible for 94 percent of those damages. Enbridge Gas needed to take action to educate contractors on proper excavation practices and curb risks to public safety. But numbers, statistics, and dry PSAs don’t always motivate people. It’s those closest to them who do.

We set out to humanize the issue with a TV spot that draws a genuine emotional connection to the personal risks of unsafe excavation. Driven by the tagline “Who do you dig safe for?”, the universal theme of family acts as a strong motivator for contractors (as well as homeowners, businesses and municipal officials) to follow best practices and avoid complacency.

Launched April 2023, just in time for peak digging season, the video is a powerful tool to raise awareness and safeguard the public. To date, the two versions (identical except one is widescreen) have garnered more than 32,000 views and climbing.