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