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Licensed Electrical Contractor Awareness Campaign

ESA’s Hire a Licensed Electrical Contractor campaign provides consumers with a compelling message: electrical work is inherently risky and ESA recommends hiring a Licensed Electrical Contractor (LEC) to do the work.  

Power Your Life

power your life logo

From home renos to outdoor projects, ESA can help ensure the projects are completed safely. Power Your Life provide safety tips, expert advice, the latest trends and help finding an LEC.

Power Your Reno focused specifically on indoor renovation projects in partnership with celebrity design expert Kimberley Seldon. The new Power Your Life campaign encompasses renovations as well as outdoor projects with electrical considerations with help from gardening expert Frank Ferragine (a.k.a. Frankie Flowers).

Later this year we will feature new electrical technologies for the home (EV charging stations, electricity storage and more) with the help of tech expert Mark Saltzman.

Digital, social media and print advertising drive homeowners to ESA’s microsite Power Your Life so they can learn more or find an LEC in their area. 

Where you’ll see Power Your Life

  • ESA "Portal" on is expanding with a full ‘ESA Hot Spots’ feature
  • Twitter and Facebook social media channels
  • Two new social media videos from House & Home (tackling electrical safety for the outdoors and the connected home) will be promoted on House & Home and at ESA (i.e. YouTube, Facebook, Instagram, Pinterest, Twitter), in addition to all videos shared to-date


Past Campaigns 


Don’t hire just any electrician. They must be a Licensed Electrical Contractor. It’s the Law.

screen capture of local contractor ad - local con


Campaign Overview

ESA’s Licensed Electrical Contractor (LEC) awareness campaign stresses the importance of hiring an LEC for electrical work and targets Ontario homeowners who are planning a renovation or electrical work.

The campaign included an online component featuring video 'pre-rolls' -- these are ads that come at the beginning of YouTube videos that relate to home renovations and home repairs. Click on an image below to view the videos:

help for hire video image          fully qualified video image

reliable work video image          local contractor video image


Other campaign components include banners on D-I-Y and home improvement websites, as well as the Weather Network online. There was also be a partner campaign with the Toronto Star for a custom “Guide to Electrical Safety” to engage and educate consumers on the importance of hiring an LEC. This will run online for six weeks and includes desktop and Smartphone placements.