How has the team developed?
In May 2016 Electrical Safety First brought responsibility for media activity in-house, with its small team managing eight campaigns as well as reacting quickly to breaking news stories.
What is the team’s aim?
Electrical Safety First’s campaigns aim to promote behaviour change in order to reduce deaths and accidents caused by electricity in the home. Campaign themes have included counterfeit electrical products, product recall and registration, and promoting registered electricians. Messages need to be shared in a creative way that will grab attention without diminishing the seriousness of the issue
What has the team achieved?
Since bringing communications in-house, the team’s activity has resulted in 1,585 pieces of press coverage, with an estimated advertising value of about £2.6m. Its campaigns have been covered in The Sun, the Daily Mail, Good Morning Britain and ITV News.
The most successful digital campaign achieved more than 2.7 million views on Facebook and 14,087 social interactions in September. Visits to the charity's website have increased by 38 per cent year-on-year, and there has been a 39 per cent increase in the number of Facebook "likes". Research shows that unprompted awareness of Electrical Safety First has doubled in the past year.
What did the judges say?
"It was a great achievement for such a small team, and after only one year operating in-house," said Rachael Gant, head of marketing and communications at the Media Trust. "To build up such relationships in that time is something to be proud of."
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