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[ Focus: RCD safety ] Raising the fl ag for


The Electrical Safety Council’s (ESC) mission – helping to prevent deaths and injuries caused by electricity – is fundamental to every activity it undertakes. But, with the launch last summer of its fl agship campaign, ‘Plug into Safety’, the charity is aiming to do more than just raise awareness of electrical safety. It also wants to change consumer behaviour. Phil Buckle, director general of the ESC, explains why


electrical safety A


t the beginning of the government’s ‘Fire Kills’ campaign, only nine per cent1


of households


had smoke alarms installed, but they are now recognised and used by more than 80 per cent2


of the population. Our aim at ESC is to take RCD protection mainstream in much the same way. For many people outside the profession, it is easy to take electricity and its dangers for granted – until, that is, something goes wrong. The key message of the ‘Plug into Safety’ campaign is simple – RCD protection could one day save your life. Every year in the UK, about 703


people die and 1.2 million4


are injured in electrical accidents in the home. ESC research indicates that more than half the homes in the UK – that’s 13 million5


– don’t have adequate RCD protection installed.


Government fi gures also suggest that approximately 4,000 domestic fi res (or 20 per cent of fi res with an electrical origin6


) About the author


Phil Buckle Phil Buckle was appointed director general of the Electrical Safety Council in May 2009. He has recently completed a Master of Science degree in management in the voluntary sector, and was previously employed as marketing and business development director at the National Inspection Council for Electrical Installation Contracting (NICEIC).


each year might have been prevented if RCD protection had been fi tted in the consumer unit. For a campaign to address and change behaviour takes time, so our intention is to run the Plug into Safety campaign, which was launched in May 2010, over a fi ve-year period. The ESC wants householders who do not have or use RCD protection to (preferably) upgrade to a modern consumer unit with built-in RCDs, or use plug-in RCD adapters, especially when using mains- powered tools and gardening equipment.


Focus Initially, the campaign has focused on DIYers and gardeners, as these groups tend to be more vulnerable to electrical accidents around the home. Both groups use hand-held tools or appliances with leads that can be damaged or cut through and they are more likely to work in damp or wet conditions – thereby increasing the risk of electrocution. As the campaign develops, we will target other consumer groups – particularly those who can also be considered more at risk, such as the elderly. We live in a world of multimedia, so it’s important to use


a range of channels to get our message across. ‘Traditional’ media coverage of the campaign has been very successful, with items appearing on TV, radio and national, regional and local press. Online coverage, ranging from parenting websites to landlord sites and related blogs, has also been excellent and helps ensure we reach target audiences through all media platforms. Another element in the campaign is a dedicated public


affairs programme, which engages with local and national government, as well as the devolved administrations. To date, we have provided input into the Private Rented Housing


18 ECA Today March 2011


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