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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 Reno

power your reno logo

ESA and Kimberley Seldon provide expert tips on interior design and electrical safety

ESA’s public awareness campaign Power Your Reno, is a partnership with design expert and media personality Kimberley Seldon (Cityline, HGTV, and Chatelaine).

Although design and décor play a key role in turning a reno dream into a reality, electrical safety is often considered too late in the planning process – and only 51 per cent of Ontarians are aware of the legal requirement to hire an LEC.

Power Your Reno provides a unique set of resources about the hidden electrical considerations of today’s most popular interior design trends. It also reminds homeowners dreaming about transforming their space that hiring the right team – including an LEC – is the first step to a successful renovation. The new program complements the existing LEC campaign and contributes directly to ESA’s strategic goal of increasing compliance.

Where you’ll see Power Your Reno

Power Your Reno’s messages are shared through the following channels:

  • ​A​​ Power Your Reno blog
  • Twitter, Facebook and Pinterest social media channels
  • ​Media appearances with Kimberley Seldon
  • Panel discussion at the National Home Show in Toronto with Kimberley Seldon, ESA’s Steve Smith, and Cityline’s Tracy Moore as moderator


Past Campaigns 


2015 Campaign


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. 

How to help raise awareness

The LEC Store offers customizable merchandise (priced at-cost) including lawn signs, door hangers, and newly-added T-shirts and truck magnets. Each product has ESA campaign information on one side and the other side can be customized with your company logo and business information. This is a great opportunity to support the campaign and help spread the message to consumers about the importance of hiring a Licensed Electrical Contractor. All orders can be placed through the online store. Visit

the lec store is now open, click here


Fall 2014 Campaign

ESA’s fall campaign ran from October 14 to November 14, 2014. ESA created an interactive online game that helps Ontarians learn about the electrical hazards lurking in their homes and to make sure they hire a licensed electrical contractor to do any renovations or repairs to make sure the job’s done right and doesn’t put their families or homes at risk. The contest has closed, but you can still view the case file by clicking the link below.

hazardous homes contest closed