Safety challenges faced by
Eskom, the electricity utility in
South Africa
Presented by: Lenny Babulall, Eskom Public Safety specialist - Distribution
1
Presentation Content
• Introduction
• Overview
- Electricity utility challenges
- Current safety risk landscape
Statistics
- Historical statistics
- Analysis of statistics
• Communication Strategies
- Current Strategy
- Proposed Strategy
2
Overview
• Eskom has over the years spent millions
of rands in educating the public about
safe use of electricity
• Research shows high levels of
awareness and understanding
• Yet, unacceptable numbers of fatalities
and injury remain:
– Criminal activity
– Acts of God
– Recklessness, ignorance
3
Challenges faced by Eskom
Social responsibility
- Eskom as the dominant provider of electricity and a
good corporate citizen has a responsibility to educate
consumers on the safe use of electricity
- Reduce levels of fatalities and contact incidents by at
least 10% per year
- Reinforce the belief that Eskom is committed to
ensuring safe delivery of electricity
- Over the years public safety campaign has informed
and educated the public as to what to avoid and how
to interact with electricity
4
Current Safety Risk Landscape
• Criminal related fatalities have decreased
• There is a decrease on fatalities and an increase
on injuries
• Key risk areas
– Objects into lines (low hanging etc)
– Vandalism
– Electrical contact
– Illegal Connections
5
Historical Statistics
160
140
120
100
80
60
40
20
0
2001
2002
2003
2004
2004/5 (15 mth)
2005/6 12 Mth Prog @ Mar '
06
Total Public Fatals
83
61
45
57
74
42
Total Public Injuries
106
105
88
96
129
146
SI Public Fatals
37
25
24
36
46
36
7
10
4
SIN Public Fatals
Contractor Fatals
1
4
6
Based on the old SI definition
6
Based on the New SI definition
Analysis of Statistics
Fatals
2001 - 2002
Fatals
2004 - 2005
Injuries
2001 - 2002
Injuries
2004 - 2005
Conductor/Copper Theft
20
0
12
4
Low hanging/dropped line maintenance
3
6
17
19
Low hanging/dropped line storm/fire
5
2
11
8
Illegal connection/reconnection
6
5
2
3
Physical electrical contact
4
5
7
18
Object into line
7
7
7
6
7
Current Strategy
•
•
•
•
•
•
•
•
•
•
•
Criminal advertising on Radio and Television
Branded 1000 Taxis with adverts
Outdoor advertising on billboards
Safety inserts into community and national newspapers
Competition in The Teacher
Safety Messages on Play Pumps
Media Tours with National Journalists (KZN, Eastern
Cape and Bloemfontein)
Community Road Shows (Bloemfontein, KZN, Gauteng
and Eastern Cape)
Proactive visits to schools Nationally
Partnering with External companies
Internal Campaigns at Key Customers
8
Current Strategy, cont.
• Messages in School report cards (piloted)
• Negotiating with DOE to Include Electrical Safety
into the curriculum
• Competition between the Community Media
• Messages in the Grape Vine cards
• Production of Calendars
• Extend campaign with external companies and
Vending stations
• Campaign to educate National Prosecutions
Authority (De Rebus)
9
Proposed strategy (in addition to
current)
• Development of creative ‘Big idea’
Because Eskom had done safety education X million
people have not died….
Implications of unsafe use of electricity – injury and
death
Make it real
• Sponsorships
• Point of Sale
• Link with SMS
• ATM withdrawal slips
• Announcers (radio) on ESW
• Date line on existing ads
• Print advertising for ESW
10
Proposed strategy, cont.
•
•
•
•
•
•
•
•
•
National platform and hook linking to advertising ‘big idea’
Leverage ‘big business / retailers’ networks
Annual sporting events
Progress from ‘it can’ to ‘it is happening’
Community spokesperson who has had electrical contact
What does electricity do
Make it real – people
Reformed ‘iz’nyoka – TV
Soapie scripts
Community outreach
Schools programmes
Sustained media activity
Build up and wind down
11
Proposed strategy, cont.
• Media
– Extend ESW (21-27 August)
– Correct balance between community, regional
and national media
– SABC Public Service Announcements
– Lotto tickets messaging and messaging and
engagement around Kiosks
• Don’t take a chance
12
Proposed Strategy, cont.
• Partner with Revenue Protection and Eskom
Development Foundation
• Investigate a safety board game that can be
played by school children, supervised by an
Educator
13
Questions
14