Communications – Metallic Balloon Safety Messaging – SCE – Case Study – 2018
After experiencing two consecutive years of record-setting outages caused by metallic balloons, in 2017 SCE launched an advertising campaign to bring public awareness to the danger metallic balloons pose to power lines. Through the first quarter of 2017, SCE achieved 66% awareness of safety messages among residential customers. The utility’s website landing page saw a 10% bump in traffic after the launch of the metallic balloon ads. SCE relaunched the campaign in May 2018 and will run it again during the November and December holiday season. The campaign team is anticipating maintaining or increasing awareness of the metallic balloon ads.