Ontario One Call - "Get The Dirt" Campaign

Ontario One Call is a public safety not-for-profit organization that acts as a communications link between utility companies, underground infrastructure owners, and individuals who are planning to dig in the province of Ontario.



Homeowners need to understand the importance of safe digging practices for any size project. From planting trees to building new vegetable gardens, if you are breaking ground for any reason you must contact Ontario One Call by phoning or going online to request a locate. It’s a free service that keeps your family safe, but it’s also the law!



Since most homeowners think that you only need get locates for larger projects such as decks or pools, we needed to create awareness around “calling or clicking” before you dig for ANY size project. This inspired the “Get The Dirt on Small Digs” campaign to bring awareness to smaller-sized projects such as planting a new vegetable garden, digging a hole for a tree, or adding a mailbox to your property. These small projects still require locates and can often be overlooked.



The campaign consisted of traditional and digital tactics. We solicited HGTV personality and contractor, Kate Campbell, to join the team as our brand ambassador to build awareness and share the importance of safe digging. A true professional, Kate is an advocate for proper planning and project safety. Having completed hundreds of outdoor projects, she is well versed on locate requirements and compliance.



Our approach included Kate at the helm of an online influencer campaign to inform the public about safe digging practices in Ontario. We also focused on garden nurseries across the province to capture the smaller digging projects. Posters, flyers, and point-of-sale materials were shipped to nurseries for distribution to homeowners. The print materials featured Kate as our brand advocate to raise the profile of the Ontario One Call brand. Combined with a comprehensive digital marketing strategy, our “Get The Dirt” integrated campaign brought great visibility to this safety concern.