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Safety challenges faced by Safety challenges faced by

Eskom, the electricity utility Eskom, the electricity utility

in South Africain South AfricaPresented by: Lenny Babulall, Eskom Public Safety specialist -

Distribution

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Presentation Content

• Introduction• Overview

- Electricity utility challenges- Current safety risk landscapeStatistics- Historical statistics- Analysis of statistics

• Communication Strategies - Current Strategy- Proposed Strategy

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OverviewOverview

• 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

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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

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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

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Historical Statistics

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20

40

60

80

100

120

140

160

Total Public Fatals 83 61 45 57 74 42

Total Public Injuries 106 105 88 96 129 146

SI Public Fatals 37 25 24

SIN Public Fatals 36 46 36

Contractor Fatals 1 4 6 7 10 4

2001 2002 2003 2004 2004/5 (15 mth)2005/6 12 Mth Prog @ Mar '

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Based on the old SI definition Based on the New SI definition

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Analysis of Statistics

 

Fatals2001 - 2002

Fatals2004 - 2005

Injuries2001 - 2002

Injuries2004 - 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/re-connection 6 5 2 3

Physical electrical contact 4 5 7 18

Object into line 7 7 7 6

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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

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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)

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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

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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

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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

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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

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Questions