Competition seeks to emulate popular musical ad campaigns to promote new thinking on gas appliance maintenance
The heating industry is looking to leverage social media and the age old appeal of a TV jingle ahead of this year’s Gas Safety Week to help push for a change of mind-set around the need for ongoing boiler maintenance and accreditation.
Installers First, a community of accredited heating professionals, is aiming to use this year’s Gas Safety Week, which runs between September 18 and September 24, to build awareness of the importance of using registered engineers for installing central heating systems. The campaign will also aim to play up the need for regular annual maintenance.
The organisation argues that a change in mind-set is needed to educate individuals about their responsibility to ensure that their gas appliances should be managed and maintained, similar to how people must ensure cars are roadworthy.
A spokesperson for Installers First said, “The reassurance of knowing our car has been fully checked goes a long way. And we accept the annual service charge and costs involved with care and maintenance. When it comes to the ‘engine’ of our heating system, the central heating boiler, or the other parts of the system that provide vital warmth and hot water throughout the year, many homeowners fail to apply the same logic.”
In an attempt to try and shift perceptions around gas safety, the organisation and industry advocate Mark Grieves have launched a competition to create a jingle in line with popular, or at least infamous musical advertising campaigns of the past.
The competition is seeking to leverage industry knowledge and expertise to better ensure awareness of gas safety considerations. Mr Grieves added that both members of the public and trade figures were invited to submit entries as part of a broader focus for this year’s Gas Safety Week campaign.
Mr Grieves noted that considering the costs of funding advertising campaigns via TV and radio, particularly at prime time, social media friendly promotion of the jingle was seen as a natural means to raise awareness of safety.
“There will always be illegal gas work carried out by those not qualified, registered or insured, as there will always be illegal drivers without a driving licence and insurance, but just as you wouldn’t knowingly get in a car with an illegal driver, that thought process of the risks involved, needs to be at the front of the minds of the public, when they employ someone to carry out gas work.” he said. “The route to preventing illegal gas work, is through homeowners who would be looking to employ someone to carry out gas work.”
Mr Grieves said that it was vital to have increased public awareness of Gas Safety Awareness Week as an initiative, along with other industry initiatives aimed at customers.
He also pointed to the possibility of introducing an industry standard for pricing work to try and curb cost cutting and the undervaluing of skills and installers becoming gas registered.
Mr Grieves argued, “That then may also set a level for homeowners and tenants, of a cost to expect to pay for work, which may then lead them to consider why a price is cheaper than the rest. After all, cutting costs, can lead to cutting corners.”
Jingle entries are required to be between 30-90 seconds long, and must promote the importance of using Gas Safe registered engineers and ensuring an annual safety check on appliances. Submissions are open until September 10.
More information on the competition can be found here.