Making Safety Stick
When it comes to promoting public safety, natural gas utilities are always looking for ways to ensure critical messages break through the noise. At Southern Company Gas, that meant creating a character who could deliver one of the industry’s most important reminders: Call 811 before you dig.
Meet 811 Man—a costumed ambassador for safe digging practices who has become a staple of Southern Company Gas’s outreach efforts. Introduced as part of the company’s public awareness campaign, 811 Man serves as a memorable, friendly figure designed to connect with audiences at events, in advertisements and through public service announcements.
According to Southern Company Gas, the idea for 811 Man grew from a simple challenge: how to make a repetitive but vital message resonate with homeowners and contractors alike. While the dangers of striking underground utility lines are well known within the industry, getting the public’s attention—and action—has historically been difficult.
“Following the success of our award-winning ‘No Diggity’ campaign in 2022, we wanted to find another memorable approach to share the importance of contacting 811 that would appeal to a variety of audiences,” said Emeka Igwilo, Chief Data Officer and Vice President of Operations Support. “811 Man allows us to share important safety information through a lighthearted, creative way by keeping the message relevant and fresh.”
By developing a character with visual appeal and a clear, consistent message, the company hoped to capture attention in a way that generic safety reminders often don’t. The goal wasn’t to create a brand mascot, but a safety advocate who could engage audiences and encourage people to take a free, simple precaution that could prevent accidents, outages, injuries or worse.
“The goal for 811 Man is to share crucial safe digging information and practices in a light-hearted and memorable way,” the company explained. “We craft each episode to educate customers on various safety topics and address some of their most frequently asked questions.”
One of the standout aspects of the 811 Man campaign is its affordability. Southern Company Gas notes that the investment was minimal—primarily covering costume creation, modest marketing materials and staff time for appearances. In return, the character has delivered valuable visibility and helped build goodwill in the communities the company serves.
811 Man makes regular appearances at local festivals, school events, safety fairs, and industry conferences. He also stars in educational videos and seasonal public service announcements reminding people that no digging project is too small to warrant a call to 811.
For utilities seeking to strengthen their public safety campaigns, Southern Company Gas’s experience offers a few key takeaways:
- Make it memorable: Whether a mascot, symbol or recurring theme, a visual element can help essential safety messages stick with the public.
- Leverage community events: Personal appearances at local gatherings provide direct engagement opportunities and put a human face on utility safety efforts.
- Keep costs manageable: Effective campaigns don’t require large budgets. Creative, well-executed ideas can have significant impact at relatively low cost.
- Prioritize simplicity: The message remains straightforward: Before you dig, call 811. Consistency across all outreach materials reinforces public awareness and action.
Southern Company Gas also encourages other utilities to look inward at their own safety culture when developing outreach initiatives. “At Southern Company Gas, our meetings begin with a Safety Moment,” the company noted. “We would encourage utilities to prioritize safety in their culture and make sure that their employees and subcontractors are well-versed on the Safe Digging laws in their area.”
Southern Company Gas’s 811 Man is just one example of the natural gas industry’s efforts to promote damage prevention. Many utilities, often in partnership with the Common Ground Alliance, conduct year-round public education campaigns on safe digging practices. As home improvement season peaks, it’s a timely opportunity for utilities nationwide to revisit and refresh their outreach efforts.