AusNet Services has a history of delivering a safe and reliable electricity supply to Victorians. Outages are unavoidable at times however, such as over the hotter months, when the grid is put under greater pressure. The dependability of the network had been placed under scrutiny over recent summers, due to increased energy usage, extreme weather and technical faults. The brief was two-fold. Firstly, to develop a campaign to educate customers on how to prepare and what to expect when there is an outage. Secondly, to raise awareness of the proactive measures undertaken by AusNet Services to improve the reliability and safety of the state’s network when it is most under pressure. The campaign developed presented an authentic and human face, highlighting to the Victorian community that the company takes its responsibility very seriously and wishes to be seen as prepared, rather than reactive. A print campaign appearing as full-page advertisements in The Age coincided with online messaging – helping to drive traffic to AusNet Services’ social media platforms.