Safety for 30% of North America's gas.

TC Energy's 93,000+ km network of natural gas pipelines carries more than 30% of the gas North America uses each day, to heat homes, fuel industry and generate power. As a public awareness contractor I helped the company meet the US and Canadian regulations that require it to keep the people who live and work near its pipelines informed: 500,000+ near a single system alone, reached through print, digital, direct mail and trade shows.

Role
Public Awareness Contractor
Network
93,000+ km, 30%+ of North America's daily gas
Reach
500,000+ near one pipeline system alone
Vendors
25+
Credit
TC Energy
When
May 2021 to Aug 2022
The branded TC Energy sea-can at night: Click Before You Dig, beside the road, with traffic cones in front.
The branded sea-can I pitched and placed

Strategy and craft, side by side

Strategy

The outer line: what I decided.

  • Public awareness programs required under US and Canadian regulations
  • Liaison to 25+ vendors, including Cineplex and Stingray Radio
  • Internal and external email campaigns for emergency responders and internal teams
  • A new invoicing process in SAP that moved vendor invoices from net 45 to net 30

Craft

The inner line: what I made.

  • A branded sea-can, pitched, coordinated and placed beside a chosen road
  • Content for Click Before You Dig (811), TC Energy's part of an industry-wide safety campaign
  • Brand presence at trade shows, plus print, digital and direct mail pieces
  • Copy for corporate social channels with 250,000+ followers
  • Brand-approved imagery for every post

More from this project

A TC Energy post about crossing agreements.
Social post
A TC Energy post about driving over a pipeline right-of-way.
Social post
A TC Energy post about safe digging in summer.
Social post

What it added up to

93,000+ km

of natural gas pipeline in TC Energy's network

500,000+

people near a single pipeline system, reached as the regulations require

Net 45 to 30

vendor payment terms, after I set up a new invoicing process in SAP

“He was quick to pick up the many processes and expectations, despite the area of work being unfamiliar to him. He completed requested tasks and projects on time and the work was always high quality.”

Jason, Public Awareness Specialist at TC Energy, who managed Julian