Raising Awareness & Use
CGA’s Educational Programs and Marketing Committee is the committee charged with managing promotional outreach including the 811 campaign. Damage prevention starts with one phone call, and since 2007 the phone number for that call has been 811.
CGA’s 811 promotional campaign strikes a balance between large-scale national initiatives, executed in partnership with CGA sponsors and members, and a toolkit of educational materials designed to provide guidance for all damage prevention stakeholders’ outreach efforts. 811 Committee members work in task teams to develop new campaigns, communications tools, videos and events that are featured in this toolkit.
Committee members analyze information in the annual DIRT Report, a product of the Data Collection Committee, to identify key target audiences for the 811 campaign, such as farmers, landscapers and fence contractors, along with homeowners who dig on their own property.
The 811 message reaches millions of Americans every year through campaigns that include high-profile sports sponsorships, outdoor signage, news coverage and sweepstakes. On average, the annual media value equivalency of CGA member efforts to promote 811 tops $4 million, despite the fact that CGA does not have a paid advertising campaign.