lpgas safety association of southern africa - rio 2009 “respecting the brand” - the dangers of...
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LPGAS SAFETY ASSOCIATION OF SOUTHERN AFRICA - RIO 2009
““Respecting the Brand” Respecting the Brand” - The Dangers of Cross Filling- The Dangers of Cross Filling
LPGSASA Organisation
MANAGING DIRECTOR
ManagerCommunication
ManagerTraining
ManagerTechnical Standards
Eric Hulley
ManagerAdministration
LPG FORUMMANCOM
ManagerFree State
ManagerKZN
ManagerCape
LPG SafetyCommission
LPGSASA BOARD OF DIRECTORS
GMBotswana
Association
TrainingCoordinator
SAQCC
Receptionist&
CleaningService
VariousConsultants
Secretary
TrainingService Provider
TrainingService Provider
SAQCC
Manager Community Development
ManagerTechnical Standards
Cylinder Verification SchemeCylinder Verification Scheme
We have to start by making sure the We have to start by making sure the cylinders are safecylinders are safe
To do so, we follow To do so, we follow allall National and National and International standards and proceduresInternational standards and procedures
Quality Dealer NetworkQuality Dealer Network
A registration scheme whereby LP Gas dealers A registration scheme whereby LP Gas dealers are audited for compliance with all applicable are audited for compliance with all applicable standards and lawsstandards and laws
LPGSASA has now been asked, by Government, LPGSASA has now been asked, by Government, to introduce a registration scheme for LPG filling to introduce a registration scheme for LPG filling sites and fillerssites and fillers
BackgroundBackground
Demand for LPGas is increasingDemand for LPGas is increasing EncouragingEncouraging
More competition – lower pricesMore competition – lower prices Increased accessibility for usersIncreased accessibility for users
ImpactImpact Perceived opportunities in a growing marketPerceived opportunities in a growing market Inexperienced operatorsInexperienced operators Responsible & safety-conscious?Responsible & safety-conscious? Increase in rate of incidentsIncrease in rate of incidents
BackgroundBackground
Cross filling identified as a serious problemCross filling identified as a serious problem Two companies instituted legal actionTwo companies instituted legal action Court of law found in their favourCourt of law found in their favour Imposed a fine and costs - and Imposed a fine and costs - and
precedence has now been setprecedence has now been set
The ‘guilty’ company is now a memberThe ‘guilty’ company is now a member Complies with the legal requirementsComplies with the legal requirements
Options Options
Ignore the problemIgnore the problem Bow to pressureBow to pressure Accept the consequencesAccept the consequences
But, this year, in South AfricaBut, this year, in South Africa More accidents involving cylinders than past 10 yearsMore accidents involving cylinders than past 10 years More destruction than beforeMore destruction than before Our proud reputation has been tarnishedOur proud reputation has been tarnished Little sign of this changingLittle sign of this changing
A typical example of the consequences . . . .A typical example of the consequences . . . .
The ResultsThe Results
Why we should care!Why we should care!
Independent Forensic AuditIndependent Forensic Audit
The outcome of the audit was clearThe outcome of the audit was clear
The Cylinder had been cross-filledThe Cylinder had been cross-filled
The Cylinder had been over-filledThe Cylinder had been over-filled
GraphicallyGraphically
+ 35 mm
Next stepNext step
Educate dealers and the public on the legal and Educate dealers and the public on the legal and
safety aspects of trading with LPGassafety aspects of trading with LPGas
Not a commercial promotion of LPGasNot a commercial promotion of LPGas
The messages had to be clear and conciseThe messages had to be clear and concise
Make it simple for the consumer to:Make it simple for the consumer to: Understand ‘Authorised Dealers’ Understand ‘Authorised Dealers’
Have easy access to themHave easy access to them
Eliminate “Cross Filling”Eliminate “Cross Filling”
LPGSASA ActionLPGSASA Action
Authorised Dealer CampaignAuthorised Dealer Campaign
What/Who is an Authorised Dealer?What/Who is an Authorised Dealer?
Who is responsible for which cylinderWho is responsible for which cylinder
Which dealers can fill whose cylinders?Which dealers can fill whose cylinders?
A number of messages and they were complexA number of messages and they were complex
Media & MessageMedia & Message
NewspapersNewspapers 10 National Daily and 3 National Weekend 10 National Daily and 3 National Weekend
publicationspublications An LPGSASA message - Not commercially An LPGSASA message - Not commercially
drivendriven MessagesMessages
SafetySafety EducationalEducational FacilitatingFacilitating
The MessagesThe Messages
‘Authorised’ Dealer?
Logo on the Seal to match the Brand on
the Cylinder
Facility for the consumer to, easily, find their nearest participating dealers – by Brand
Media SupportMedia Support
Used TV to support the Press CampaignUsed TV to support the Press Campaign
Directed the viewers’ attention to the pressDirected the viewers’ attention to the press
Spin-offs included exposure for our Spin-offs included exposure for our
AssociationAssociation
An independent, non commercial body An independent, non commercial body
supporting the consumersupporting the consumer
TV PromoTV Promo
Press campaign;Press campaign; 6 week period6 week period reached reached 34.33%34.33% of the population of the population equating to equating to 10,7 million10,7 million Adult South Africans (Age Adult South Africans (Age
16+)16+)
TV campaign;TV campaign; 5 week period 5 week period reached reached 68.1%68.1% of the population of the population equating to equating to 15,7 million15,7 million Adult South Africans (Age Adult South Africans (Age
16+)16+)
Audience ReachAudience Reach
ResponseResponse
Innumerable questionsInnumerable questions Why do prices vary so much?Why do prices vary so much?
Are all gases the same – some burn ‘quicker’?Are all gases the same – some burn ‘quicker’?
Some very constructive feedbackSome very constructive feedback
Numerous radio interviews and editorial contentNumerous radio interviews and editorial content
Should be sustainableShould be sustainable
Post Campaign SupportPost Campaign Support
A competition run in popular magazines encouraging readers to read the safety tips in order to participate
Industry ActionIndustry Action
Independent company instituted their own action.Independent company instituted their own action.
Involved the S A Police ServicesInvolved the S A Police Services
Confiscation of LPGas and cylinders - and arrestsConfiscation of LPGas and cylinders - and arrests
The ‘raid’ was well publicised to discourage the illegal The ‘raid’ was well publicised to discourage the illegal
practice of cross fillingpractice of cross filling
Further action is pending Further action is pending
Other companies will follow suitOther companies will follow suit
Industry ActionIndustry Action
Media coverage on action taken by a major LPGas company
OutcomeOutcome No doubt the campaign has reached millionsNo doubt the campaign has reached millions Dealers and DistributorsDealers and Distributors
Are aware of the consequencesAre aware of the consequences Cannot claim ignoranceCannot claim ignorance
The public The public are aware and questioningare aware and questioning
We cannot guarantee, but are convinced that Brand respect is far more top-of-mindWe cannot guarantee, but are convinced that Brand respect is far more top-of-mind We will continue to sustain our efforts in order see a dramatic reduction of LPGas incidentsWe will continue to sustain our efforts in order see a dramatic reduction of LPGas incidents
THANK YOUTHANK YOU
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