Media Relations
NW Natural
Challenge
NW Natural serves approximately 2.5 million customers across the Pacific Northwest and faced more than 600 utility line damages in 2021 caused by contractors and homeowners who failed to call 811 before digging. The incidents resulted in millions of dollars in damages and posed serious public safety risks.
Approach
Amico developed a market-specific earned media strategy to shift common excavation behavior. Outreach targeted both homeowners and contractors with localized dig data, emphasizing the dangers of unplanned digging, the legal requirement to call 811 within 48 hours of breaking ground, and the simplicity of doing so.
Outcome
The campaign contributed to a 20% reduction in utility line damages in NW Natural's service area, from 600-plus incidents in 2021 to 500-plus in 2022. NW Natural returned to Amico the following year to continue the initiative.
Finnegan The Dragon
Challenge
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Approach
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Outcome
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