Call Before You Dig 811 Awareness Campaign Case Study Dig safety, before the first shovel.
How a statewide utility-safety organization reminded people to call 811 before they dig, at gas stations and c-stores plus farm supply retailers and nurseries in rural areas. Contracted for 132 locations, the campaign delivered 178.
- 500,000+ locations
- AAM-audited delivery
- English, Spanish + 15 more languages
- Fully managed
Call-before-you-dig reminders, where digging projects start
A statewide utility-safety organization wanted more people to call 811 before they dig, so buried utility lines get marked before a shovel or post-hole digger goes into the ground.
PlaceBased ran the campaign at gas stations and convenience stores, where homeowners, contractors and landscapers stop on the way to the job. A portion of the campaign ran at farm supply retailers and nurseries to reach rural audiences: farmers, ranchers and rural homeowners buying for fencing, post holes, drainage and planting.
The campaign was contracted for 132 locations. PlaceBased delivered it in 178 locations: 46 bonus locations, a 35% overdelivery.
The campaign at a glance.
- Client typeStatewide utility-safety organization
- TopicCall before you dig (811) awareness
- VenuesGas stations and c-stores, plus farm supply retailers and nurseries
- Rural reachFarm supply and nursery locations targeting rural areas
- Locations178 delivered: 132 contracted + 46 bonus
- Overdelivery35% more locations than contracted
Location counts are from the campaign’s delivery reporting. The photo on this page is a stock image, not from this campaign.
Reach people before they dig.
Digging projects start with a trip for supplies
Fences, mailbox posts, drainage work, trees and gardens all start with a hole in the ground. The organization needed the call-811 message in front of people while those projects were being planned, not after a line was hit.
It also needed to reach rural areas, where farmers, ranchers and rural homeowners take on fencing, post-hole and drainage work and are harder to reach with metro-focused media.
Gas stations, plus rural retail.
The campaign paired everyday fuel stops with the stores where people buy supplies for digging projects.
Gas stations & c-stores
Reach drivers, homeowners, contractors and landscapers on the way to the job, in metro areas and small towns.
Farm supply retailers
Reach farmers, ranchers and rural property owners buying fencing, posts and drainage supplies.
Contracted for 132 locations. Delivered 178.
Formats for dig-safety messaging.
PlaceBased offers these formats at gas stations, c-stores, farm supply retailers and nurseries. Every plan uses the mix that fits each venue, audience and budget.
Pump toppers
A steady message at eye level while people fuel up.
Posters
Windows and entrances at stations and stores.
Counter cards & take-ones
At checkout, with a card people can take home.
Shelf & checkout signage
Near fencing, posts, tools and plants, and at the register.
Clings
Doors, windows and counters.
Pair it with
Gas stations
Pump toppers, gas station TV and c-store screens.
Explore gas stations →Rural
Reach small towns and farm country.
Explore rural →Grocery stores
Entrance, aisle, cart and checkout.
Explore grocery stores →DOOH
Digital screens across every venue type.
Explore DOOH →Mobile
QR, geo-targeting and social to extend OOH.
Explore mobile →See every case study.
All case studies →Planning a safety campaign? Start with our media planning guides, see how pump topper advertising works, or browse public safety messaging ideas.
Plan your dig-safety campaign.
Tell us where you need to reach people before they dig. We'll map gas stations, c-stores, farm supply retailers and nurseries to your service area and come back with formats, locations and a plan that fits your budget.
