An Intensive Communications Programme For LSBUD

The Need

LSBUD is a central portal which contractors and the public can use to check what assets might exist in a particular spot before they dig. LSBUD wanted to encourage more energy companies and other utility providers to register their underground assets on the portal and to educate those digging – be they construction companies, farmers or homeowners - to use it.

8

TV & Radio Interviews

10.4m

Total Reach

1.7k

Social Engagements and Shares

How We Helped 

LSBUD has a huge amount of search data going through its portal. Records of the numbers of searches, where they are, the sort of construction projects they relate to and who the work is being done on behalf of. In 2021 we harnessed this data to create the ‘Digging Up Britain’ report which looks at the sheer scale of excavation work taking place in the UK. The report was downloadable from the LSBUD website.

We launched it to the media, prolonging the campaign with a raft of creative social media activity and in-depth features in key media.

Every part of the activity had a call to action that urged utility companies to make their asset information available on the LSBUD portal and encouraged people to do a thorough search before every dig.

To drive home the importance of searching we also ran National Safe Digging Week, with energy, water and telecoms companies plus major construction firms getting involved in a programme of activity. As part of this we managed the production of a special, humorous film designed to educate particularly vulnerable groups, such as smaller building firms, farmers and the general public, about the dangers of hitting a pipe or cable that’s buried under the ground.

The Outcome

This integrated, intensive communications programme during 2021 has delivered phenomenal results, and delivered against all of LSBUD’s core objectives.

  • More utility companies have put their assets on the portal - 66% of the UK’s infrastructure is now registered with LSBUD
  • Searches by the general public in 2021 increased by 25%
  • Searches by farmers increased by 76%
  • 70% of all excavation work now involves a search on the portal
  • Indeed, a search is conducted through the portal every 6 seconds

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The results

62

Pieces of Coverage

8

TV & Radio Interviews

10.4m

Total Reach

1.7k

Social Engagements and Shares

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