SCE: Safety Wins

You can’t afford to be forgettable when the law says you have to inform the public.

As a utility, Southern California Edison is required by law to share information about the dangers associated with electricity. Like what to do if you see a downed power line. And who to call before digging up your yard. But there’s a difference between required and remembered. And when falling short of KPIs means going in front of the public utility commission, the stakes are high.

That’s how Safety Wins was born. Instead of another list of do’s and don’ts, we built an interactive, game-show-style quiz that turned safety education into active learning. It grabbed attention, tested what people knew, and made the right answer easier to recall later. To make it even more memorable, we gave the host chair to SCE’s own Walter the Safety Squirrel: a character with brand equity who could deliver the message in six languages.

The result was a measurable year-over-year improvement in recall, and not just for English speakers. More importantly, calls to SCE’s safety line proved that when people encountered danger, they now knew exactly what to do.