Consumer campaign to promote registered electricians reaches record audience


A campaign promoting the use of NICEIC and ELECSA registered contractors reached a record amount of people.

The Stay Safe at Christmas campaign, launched during the festive period last year, warned about the additional electrical dangers that can arise at Christmas time and urged householders to call an NICEIC or ELECSA registered electrician if they had any concerns.

The campaign featured on regional TV and radio. It also appeared in national and local newspapers across the UK, making it the most successful campaign by NICEIC and ELECSA to promote electrical contractors yet. In total, the campaign reached a potential audience of 55 million people.

“Research carried out last year showed us that the NICEIC brand is the most recognised in the industry amongst consumers,” said Paul Collins, communications manager at Certsure, which operates the NICEIC and ELECSA brands.

“It was important for us to build on this and to keep promoting the use of NICEIC and ELECSA registered contractors to homeowners.

“This was the largest and most integrated campaign we have ever carried out, focussing not only on traditional media outlets, but social media also.”

The Stay Safe at Christmas campaign launched with a series of radio interviews carried out by resident expert Tony Cable and DIY SOS Star Billy Byrne. The duo appeared on 57 national, regional and commercial radio stations – reaching in excess of 36 million potential listeners.

A second radio day saw Darren Staniforth carry out 11 interviews on BBC regional radio stations – reaching another 1.3 million listeners.

In addition, the story appeared on ITV Granada’s primetime news programme as well as being featured in the Daily Mirror and Daily Star.

“Certsure is committed to promoting the use of its contractors to more and more people,” added Paul.

“NICEIC and ELECSA registrants now carry out over 89% of all Part P jobs in England and Wales. That is an astonishing figure and one we are very proud of.

“We know that these two brands win contractors more work and we will continue to promote our contractors and the benefits of using an NICEIC or ELECSA registered electrician to both specifiers and consumers.”


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BDC 317 : Jun 2024