We created a new brand which repositions the organisation in the minds of consumers, makes it the ‘obvious choice’ for people seeking electrical safety advice and has been instrumental in their most high profile and successful public campaigns to date.
In 2013 we generated 825 pieces of media coverage, the most successful year in the organisation’s history in terms of both communications reach and consumer action. As a result, we were shortlisted for Best PR Team at the annual CharityComms awards.
Every year in the UK there are around 70 deaths and 350,000 serious injuries due to electrical accidents at home. RCDs (residual current devices) could reduce injuries and prevent many house fires, but over half of UK homes don’t have adequate protection. With much public complacency about electrical safety, Electrical Safety First needed help to make this fairly dry ‘health and safety’ information more engaging, especially to high-risk audiences such as DIY enthusiasts and gardeners.
Following an extensive consumer and trade media behaviour change campaign to protect people from death, injury and fires caused by electrical accidents, more people now think clearly about home electricity dangers and buying RCDs. The profile of Electrical Safety First is much higher through regular and extensive coverage in national newspapers and consumer magazines, empowering people to stay safe.
Through an ongoing series of digital campaigns we have revolutionised the charity’s digital presence, creating its first smartphone app which has now been downloaded over 40,000 times, boosting web traffic by 50%, increasing Facebook likes from 8 to over 4,000 and inspiring over 30,000 people to use a free online tool to check for recalled appliances.
We created a viral video campaign to highlight the dangers to toddlers from heated hair straighteners, generating 100,000 video views on Facebook, widespread national PR coverage, over 2,000 shares and over 6,000 product requests to the charity within the first fortnight of going live.
Forster tools and tactics
- Consumer and trade media campaign
- Celebrity support
- Improved media plan
- Innovative app