In Saskatchewan, power line contacts happen most frequently to farm and construction workers, and they’re a notoriously hard market to reach with effective messaging. In 2015 we proposed a more innovative approach to safety messaging, driven by a team of safety ambassadors that would interact directly with the target market on work sites, and indirectly with their families and communities around them. The ‘Come Home Safe Tonight’ messaging has truly resonated with the audience, evidenced by the hundreds of face to face conversations we’ve documented, and the impressive social media following that has steadily built up for SaskPower.