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THE NATIONAL “DIG SAFELY” CAMPAIGN

THE NATIONAL “DIG SAFELY” CAMPAIGN. Claudette Campbell Utilities Protection Center, Inc. of Georgia Washington, DC September 18, 2000. TAG LINES. ARRIVE ALIVE!. TAG LINES. ONLY “YOU” CAN PREVENT FOREST FIRES!. TAG LINES. BUCKLE UP!. TAG LINES. Dig Safely. TM.

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THE NATIONAL “DIG SAFELY” CAMPAIGN

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  1. THE NATIONAL “DIG SAFELY” CAMPAIGN Claudette Campbell Utilities Protection Center, Inc. of Georgia Washington, DC September 18, 2000

  2. TAG LINES • ARRIVE ALIVE!

  3. TAG LINES • ONLY “YOU” CAN PREVENT FOREST FIRES!

  4. TAG LINES • BUCKLE UP!

  5. TAG LINES • Dig Safely.TM

  6. Dig Safely Team(formerly Damage Prevention Quality Action Team) • Formed in October 1996 -- Partly in Response to Edison, NJ Gas Line Accident • Joint Gov’t/Industry Quality Action Team • Gas & Liquid Pipelines • Large & Small Gas Distribution Systems • State & Federal Regulators • Professional Excavators • One-Call System Operators • Insurance Industry • Telecommunications Industry

  7. Original Mission Statement To Recommend to OPS How to Best Utilize Available Resources to Educate the Public on the Prevention of Damages to All Underground Facilities. A Successful Program Will Result In: • Enhanced Level of Safety to the Public • Reduction of Environmental Damage • Improved Service Reliability ! Original Mission Has Been Accomplished !

  8. Issues Considered by Dig Safely Team • What Campaigns are Effective • Who are the Target Audiences • What are the Campaign Messages • How Should a Campaign be Conducted • Who Should Conduct the Campaigns • Can a Campaign’s Effectiveness be Measured

  9. How Did We Get Here? • Considered the Issues and Developed Dig Safely -- (Supported by Professional Ad Agency) • Performed Nationwide and Regional Surveys on Public Awareness to Bench Mark Results • Proved Dig Safely Effectiveness via Three-State Pilot Campaign • Worked Hard to Get Dig Safely Endorsed and Implemented as The National Damage Prevention Education Campaign • Continuing to Promote Dig Safely

  10. Identified Audiences • Categorized Into 4 Basic Groups • 80% • Professional Excavators • Public Works/Highway Employees • Facility Owners • 20% • General Public

  11. Established Baselines • Nationwide Survey (1997) • Focused on Awareness of Underground Facilities and Damage Prevention • Results Available to Public on Web • Regional Surveys in Support of Pilot Campaign • Pre & Post-Campaign Surveys (1998) • Results Available to Public on Web

  12. Survey Findings • High Awareness of & Confidence in One-Call -- Indicates Successful Promotion of One-Call Over Past 25-30 Years • General Public is Aware of Underground Facilities -- Not Too Concerned About Safety • Professional Excavators Are Concerned About Safety & Reported High Usage of One-call • PW/Highway Employees Rely on One-Call to the Exclusion of Supplementary Damage Prevention Measures

  13. Survey Findings • Excavators of All Types Consider High-content Materials More Effective Than More Generic Media • Facility Locate Accuracy & Timeliness Are Critical to One-call System Effectiveness

  14. Survey Findings - Implications • Education Initiatives Should: • Maintain Existing Levels of One-call Awareness • Educate on What the One-Call “System” Offers • Educate on the Need for Supplemental Damage Prevention Measures • Additional Efforts Should Be Made to Look at Other Aspects of Digging Practices and System Efficacy Issues (hence - Common Ground Study)

  15. Dig Safely Pilot Campaign • Area - GA, TN, & VA • Contiguous geographically • Different sizes of one-call centers • Year-round excavation climate • Different types of damage prevention laws • mandatory membership w/enforcement (VA) • mandatory membership w/o enforcement (GA) • voluntary membership except for gas w/o (TN) enforcement (has since changed)

  16. Dig Safely Pilot Campaign • Post-Pilot Survey Findings: • Use of Damage Prevention Measures Beyond the One-call Increased • Awareness & Use of One-Call Systems Increased -- Gauged by One-Call Center Call Volumes • Damages Reported by Professional Excavators Decreased • Outside Force Damages Reported by Facility Owners Decreased

  17. 3rd Party Damages/Gas Decreased * • Tennessee - 17.8% Decrease (4 Natural Gas Companies) • Georgia - 4.2% Decrease (1 Natural Gas Company) • Virginia - 8.2% Decrease (All Natural Gas Companies) * As reported by the state one-call centers

  18. IT’S MORE THAN “CALL BEFORE YOU DIG”

  19. The Dig Safely Message • Call Before You Dig • Wait the Required Amount of Time • Respect the Marks • Dig with Care

  20. New Mission Statement - 2000 The Mission of the Dig Safely Team is to promote Dig Safely as the nationally recognized campaign to enhance safety, environmental protection, and service reliability by reducing underground facility damage.

  21. Some of the Many Organizations Officially Endorsing Dig Safely. • U. S. DOT, Office of Pipeline Safety (OPS) • Southeastern One Call Systems (SOCS) • National Telecommunications Damage Prevention Council (NTDPC) • One Call Systems International (OCSI) • National Utility Contractors Association (NUCA)

  22. Organizations Officially Endorsing Dig Safely. • National Association of Regulatory Utility Commissioners (NARUC) • American Petroleum Institute (API) • Association of Oil Pipe Lines (AOPL) • American Gas Association (AGA)

  23. Additional Organizations Adopting or Supporting Dig Safely. • Texas RR Commission • Phillips Pipe Line Company • Equilon Pipeline Company • Greater Columbus (Ohio) Damage Prevention Council* • AT&T • BellSouth • Pacific Bell • Level 3 Communications • U. S. West • WorldCom • Southwestern Bell • Texas One Call Board • Sprint Underground Focus Magazine • Many Others * Members represent gas, electric, communication, and one-call industries, and municipalities.

  24. One-Call Systems Adopting or Supporting Dig Safely. • Alabama One-Call • ARKUPS (Arkansas) • Blue Stakes (Utah) • Colorado UNCC • Utilities Protection Center of Georgia • Sunshine State One-Call (FL) • Louisiana One-Call • Miss Dig (Michigan) • New York City One-Call • UFPO (New York) • North Carolina One-Call • OUPS (Ohio) • Oregon UNC • Pennsylvania One Call • Tennessee One-Call • TESS & Texas One-Call • Washington UNC • West Virginia One-Call • New Jersey One-Call

  25. Diggers Hotline /Wisconsin USA/South USA/North Gopher State One-Call (Minnesota) Oklahoma One-Call Missouri One-Call Dig Line - Idaho One-Call Systems Adopting or Supporting Dig Safely.

  26. Web Sites • http://www.digsafely.com • http://ops.dot.gov/damage.htm

  27. The Gift That Keeps On Giving • Dig Safely Implementation Manual • Over $350K of Creative Effort • Manual and Graphics Available Free • Distributed to Hundreds of Organizations and Individuals To-Date • Use of Dig Safely Results In: • Increased Awareness • Greater Safety • Fewer Hits = Fewer Losses and Repair $’s

  28. Customizing the Campaign Note: The original dig safely graphics/artwork files were produced in Macintosh format for Professional print shop use. Direct conversion JPEG files for use on PC-based software applications are also available free of charge and may be downloaded from the Dig Safely Web-site.

  29. Poster

  30. Bill Stuffer

  31. Print Ads

  32. Letterhead • Use For: • Company Correspondence • Any Correspondence About Your Campaign • News Releases

  33. Brochure State Law Card

  34. Under Construction… • The New Dig Safely Video is being shot in Ohio. • On Site: • Dig Safely Team Members • AGC Safety Representative • NUCA Safety Representative

  35. A Shared Responsibility…. • Where are we going? • Continued Evolution • Continued Training • CGA & Dig Safely • A Natural Evolution

  36. The Common Ground Alliance and Dig Safely Will Make a Difference in Damage Prevention!

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