Consumer campaign reaches 13 million homes
A consumer campaign by NICEIC and ELECSA to promote registered electricians reached more than 13 million households.
The ‘Ban the Bravado’, campaign focussed on some of the dangerous DIY electrical jobs people take on around the home. The campaign ran throughout the recent May Bank Holiday weekend – when traditionally more DIY jobs are carried out around the home.
It was fronted by former footballer and TV star Dion Dublin who took part in 15 radio interviews including a spot on TalkSport radio, which attracts more than 2.8 million listeners alone. There were also appearances on BBC Radio and regional commercial stations along with coverage in the Daily Star newspaper.
Paul Collins, Communications Manager at NICEIC and ELECSA commented: “With more access to DIY tutorials on the internet our research showed that people are now more willing than ever to have a go at jobs around the home that they have no experience of.
“Our message was clear. Carrying out any electrical work is dangerous and should only be carried out by registered tradespeople.
“We want to put an end to the bravado and get householders to admit there are times when it’s only right to call on the help of a professional.”
Research carried out by NICEIC and ELECSA showed that men are particularly more prone to taking on this type of work, with around 61% saying they would have a go, despite having no prior experience – compared to just 8% of women.
This blokes’ bravado attitude is also reflected in further research which shows that 89% admit they won’t ask others for help and 58% stating they can do everything themselves. Just over a third (36%) believe men should be self-sufficient and not need to call on others.
A webpage was set up at www.niceic.com/banthebravado to support the campaign. Visitors to the page were able to view three short video clips looking at what people search for when it comes to carrying out electrical work in the home.
Paul added: “We encouraged our customers to share the films and will continue to use them throughout the year to promote the use of registered electricians.”