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In 2019, Husky Energy (Husky) implemented a new policy requiring all customers to pay before fuelling at Husky gas stations in Ontario. The policy came into effect to help minimize the risks to employees and patrons. To help bring awareness to this change, shift consumer behaviours and attitudes, and ultimately educate key audiences on the benefits of the new pre-pay method, Brookline supported Husky with its ‘Pay Before You Pump’ awareness campaign.

The nation-wide campaign included an all-encompassing marketing and communications strategy involving a mix of out-of-home advertising and public relations outreach including billboards, radio advertising, and influencer and media relations in Toronto and area. Brookline successfully gained the support of the Canada Safety Council and crafted key messages to emphasize the importance of this campaign and solidify Husky’s objective of providing a safe environment at all gas stations.