1. 1 Safety challenges faced by Eskom, the electricity utility in South Africa Presented by: Lenny Babulall, Eskom Public Safety specialist - Distribution

2. 2 Presentation Content Introduction Overview - Electricity utility challenges - Current safety risk landscape Statistics - Historical statistics - Analysis of statistics Communication Strategies - Current Strategy - Proposed Strategy

3. 3Overview 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

4. 4 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

5. 5 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

6. 6 Historical Statistics

7. 7 Analysis of Statistics Fatals 2001 - 2002 Fatals 2004 - 2005 Injuries 2001 - 2002 Injuries 2004 - 2005 Conductor/Copper Theft200124 Low hanging/dropped line - maintenance361719 Low hanging/dropped line - storm/fire52118 Illegal connection/re- connection6523 Physical electrical contact45718 Object into line7776

8. 8 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

9. 9 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)

10. 10 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

11. 11 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

12. 12 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

13. 13 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

14. 14 Questions