Northeast Gas Association’s character stars in utilities’ awareness campaigns
When it comes to natural gas safety, it pays to be nosey.
A multifaceted public awareness program launched by the Northeast Gas Association featuring a large nose that wears red glasses and red sneakers is having quite an educational impact on the region. The tag line: “Being nosey can keep you safe.”
“We’ve seen our awareness by the general public go up more than 50 percent since we started this campaign two years ago,” Dan Dessanti, director, operational services for the Northeast Gas Association, told American Gas.
The idea behind the campaign was to create an integrated program tied to the theme of engaging the customer in becoming aware of natural gas safety. The campaign is billed as “a call to vigilance and action that can ensure the safety of our entire community.”
The Northeast Gas Association did an in-depth survey through email and focus groups to evaluate what type of messaging it should consider, Dessanti said. The overwhelming answer was “taking action.”
“Public interest groups have criticized our industry for whitewashing potential dangers. Our customers want direct information, and we’ve tried to address that with this campaign,” Dessanti said.
The campaign includes television and radio spots, print ads, brochures, social media and educational kits for schools. The colors, fonts, slogan and character were strategically developed to connect with the public and convey a sense of urgency.
To connect the branded “Nosey” with specific topics—especially for use in social media—the association decided it was important to show him with different props and in different positions. There’s Nosey holding his nose, Nosey with a phone in his hand, Nosey wearing a chef’s hat, and 24 other variations.
The school kits include a teacher’s guide, posters, pamphlets and stickers of Nosey that smell like natural gas.
“It’s a fun way that allows for outreach to children, and they’re often the best ones to bring the message home to parents,” Dessanti said.
Member utilities using the character include Berkshire Gas, Central Hudson Gas & Electric, Columbia Gas of Massachusetts, Con Edison, Corning Natural Gas Corp., Eversource, Liberty Utilities, National Fuel, National Grid, NYSEG, Orange & Rockland Utilities, RG&E, Vermont Gas, and Westfield Gas and Electric.
