Prove It Media

Luma

Line Safety

Luma

Hurricanes

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Challenge

In Puerto Rico, severe weather is a recurring reality. Years after Hurricane Maria devastated the island’s electric infrastructure, customers were still experiencing frequent outages, long restoration timelines, and deep frustration with the utility. Trust was fragile, and the perception that the company was “not doing enough” was hard to overcome.

At the same time, safety risks on the ground were acute. Downed lines often remained in place longer than people expected, and dangerous behaviors — like approaching or touching lines – were becoming a real public hazard. LUMA needed to deliver clear, urgent safety guidance around hurricane preparedness and downed-line response, while also driving direct action: reporting hazards and downloading the LUMA app to report outages and issues in real time.

The messaging had to break through skepticism and feel distinctly Puerto Rican — not like an outside entity speaking at the community, but like a public safety message created for Puerto Rico, by Puerto Ricans.

Wildfire preparedness has long been a critical issue in California, and longstanding gaps in outreach remain. PG&E’s Community Wildfire Safety Program campaign reinforced how seniors — especially within Latino families — as well as individuals with access and functional needs, continue to be disproportionately vulnerable and underserved by traditional messaging.

News stories highlighted seniors struggling with basic emergency readiness, from navigating outages to understanding evacuation guidance. At the same time, many Latino families live in the wildland-urban interface, where wildfire risk is highest. Yet preparedness communications often relied on fear-based messaging or technical language that felt impersonal, inaccessible, or culturally disconnected.

PG&E needed to deliver critical preparedness information without frightening or alienating audiences — and in a way that resonated emotionally across both English- and Spanish-speaking households.

Insight

Safety messaging only works when people trust the messenger, and in Puerto Rico, trust is cultural as much as it is institutional. Puerto Ricans are deeply proud of their identity, and messaging that ignores that truth can feel generic, corporate, or disconnected. To change behavior in a high-risk environment, the work needed to feel like a familiar “important safety message” — something people recognize as serious and community-oriented — while reflecting Puerto Rico’s voice, tone, and pride. When the message signals respect and belonging, audiences are more willing to engage, comply, and take action.

Idea

Make safety feel like civic pride: an unmistakably Puerto Rican “Mensaje de Seguridad” that calls the island to protect each other and act.

Solution

We created a Spanish-language public safety campaign focused on hurricane preparedness and downed-line safety, designed as direct-response spots with clear calls to action: report downed lines and download the LUMA app to report outages and hazards. From the opening frame, the creative intentionally signaled seriousness. A bold graphic treatment labeled the spots as “Mensaje de Seguridad” (“Important Safety Message”), framing the work less like advertising and more like a trusted community alert. That choice helped the message cut through skepticism and anchored the campaign in the language and visual codes of public service. Cultural authenticity was embedded throughout. The work leaned into Puerto Rico’s identity and emotional tone — not as decoration, but as strategy — ensuring the campaign felt made for the island. The voiceover was performed in Spanish with a Puerto Rican accent, reinforcing familiarity and credibility. The result was behavior change creative that did two things at once: communicated urgent safety guidance during hurricane conditions, and repositioned LUMA as engaged, present, and responsive, asking the community to partner in keeping Puerto Rico safe.