NICEIC launches the next phase of its Don’t Do DIY Electrics campaign, which has already connected 400,000 householders with NICEIC-certified businesses through the ‘find a trusted tradesperson’ tool
Debbie Shields | Communications Manager
There are many benefits to being an NICEIC-certified business. From the credibility of being with the electrical industry’s most recognised certification body to the technical support and continuing professional development (CPD) opportunities available, NICEIC is committed to raising awareness of certification in the industry and connecting consumers with NICEIC-certified businesses.
You may remember that during 2023 NICEIC launched its Don’t Do DIY Electrics campaign. Since then, the campaign has gone onto achieve over 21 million impressions through Google, YouTube and Meta, and in turn has connected over 400,000 householders with NICEIC-certified businesses through the ‘find a trusted tradesperson’ tool. That works out at over 1,000 householders a day!
To build on this success, NICEIC has launched the next phase of the campaign targeting householders and decisionmakers to highlight the dangers of either using a non-certified business or attempting themselves to complete electrical works in a domestic setting.
With the clear objectives of raising awareness of the NICEIC brand and driving customers to connect with NICEIC-certified businesses, a series of new digital adverts have been created to highlight the invisible dangers of unsafe electrical work and to remind householders that they should always instruct a certified business to carry out works rather than making attempts themselves.
The campaign, which has also been tested for effectiveness with a consumer audience, reaches people across social media channels including YouTube and Meta, and the wider Google network, with all adverts pointing again to the ‘find a trusted tradesperson’ tool on the NICEIC website.
To benefit from this new phase of the campaign even further, NICEIC-certified businesses can access the marketing toolkit on the NICEIC customer portal to discover downloadable assets that can be used across various platforms including your website and social media.
During the development of the new phase of the campaign, NICEIC commissioned a YouGov survey to find out more about the views and attitudes of householders towards undertaking electrical work in a domestic setting.
The results are interesting. Findings show that 87% of UK adults tend to agree or strongly agree that electrical work should be carried out by a qualified electrician, additionally 89% tend to agree or strongly agree that undertaking domestic electrical work could be dangerous or life threatening (YouGov, 2024).
Despite a clear understanding that electrical work can be unsafe when not completed by a qualified electrician, almost one in three (30%) of those surveyed still admitted to having completed electrical DIY at home (YouGov, 2024).
Whilst the stats demonstrate that consumers recognise that poor electrical work has the potential for devastating effects, including injury or even death, some are still attempting to complete electrical work in the home themselves. These findings have helped shape the next phase of the campaign to further educate consumers of the importance of using a qualified electrician, ultimately driving more awareness of NICEIC-certified businesses.
The challenge remains that anyone can call themselves an electrician, therefore certification by NICEIC enables your business to stand out from the crowd. It demonstrates your business’ commitment to upholding standards which in turn can enhance both your professional reputation and market competitiveness. It assures your customers that your business is serious about its work and is dedicated to maintaining high standards.
Paul Collins, Technical Director at NICEIC, commented: “We’re committed to highlighting to consumers the need to use an NICEIC-certified business to ensure safe electrical installations. The results from the first phase of the Don’t Do DIY Electrics campaign were fantastic and the sheer number of householders using the ‘NICEIC find a trusted tradesperson’ tool demonstrates the effectiveness of the campaign.”
“It was encouraging to see in the results of the YouGov survey that a large number of consumers are aware of the importance of using a qualified electrician to carry out electrical works in the home but worrying to see that despite this, almost one in three have still carried out DIY works themselves. “This new phase of the campaign aims to bridge that gap and demonstrate just how easy it is for householders to find NICEIC-certified businesses in their area to complete any domestic electrical works. I’d highly recommend that NICEIC-certified businesses visit the customer portal to download the free assets that can be utilised across their own marketing platforms.”
For more information about the campaign, visit niceic.com/dontdiy
You may remember that during 2023 NICEIC launched its Don’t Do DIY Electrics campaign. Since then, the campaign has gone onto achieve over 21 million impressions through Google, YouTube and Meta, and in turn has connected over 400,000 householders with NICEIC-certified businesses through the ‘find a trusted tradesperson’ tool. That works out at over 1,000 householders a day!
To build on this success, NICEIC has launched the next phase of the campaign targeting householders and decisionmakers to highlight the dangers of either using a non-certified business or attempting themselves to complete electrical works in a domestic setting.
With the clear objectives of raising awareness of the NICEIC brand and driving customers to connect with NICEIC-certified businesses, a series of new digital adverts have been created to highlight the invisible dangers of unsafe electrical work and to remind householders that they should always instruct a certified business to carry out works rather than making attempts themselves.
The campaign, which has also been tested for effectiveness with a consumer audience, reaches people across social media channels including YouTube and Meta, and the wider Google network, with all adverts pointing again to the ‘find a trusted tradesperson’ tool on the NICEIC website.
To benefit from this new phase of the campaign even further, NICEIC-certified businesses can access the marketing toolkit on the NICEIC customer portal to discover downloadable assets that can be used across various platforms including your website and social media.
During the development of the new phase of the campaign, NICEIC commissioned a YouGov survey to find out more about the views and attitudes of householders towards undertaking electrical work in a domestic setting.
The results are interesting. Findings show that 87% of UK adults tend to agree or strongly agree that electrical work should be carried out by a qualified electrician, additionally 89% tend to agree or strongly agree that undertaking domestic electrical work could be dangerous or life threatening (YouGov, 2024).
Despite a clear understanding that electrical work can be unsafe when not completed by a qualified electrician, almost one in three (30%) of those surveyed still admitted to having completed electrical DIY at home (YouGov, 2024).
Whilst the stats demonstrate that consumers recognise that poor electrical work has the potential for devastating effects, including injury or even death, some are still attempting to complete electrical work in the home themselves. These findings have helped shape the next phase of the campaign to further educate consumers of the importance of using a qualified electrician, ultimately driving more awareness of NICEIC-certified businesses.
The challenge remains that anyone can call themselves an electrician, therefore certification by NICEIC enables your business to stand out from the crowd. It demonstrates your business’ commitment to upholding standards which in turn can enhance both your professional reputation and market competitiveness. It assures your customers that your business is serious about its work and is dedicated to maintaining high standards.
Paul Collins, Technical Director at NICEIC, commented: “We’re committed to highlighting to consumers the need to use an NICEIC-certified business to ensure safe electrical installations. The results from the first phase of the Don’t Do DIY Electrics campaign were fantastic and the sheer number of householders using the ‘NICEIC find a trusted tradesperson’ tool demonstrates the effectiveness of the campaign.”
“It was encouraging to see in the results of the YouGov survey that a large number of consumers are aware of the importance of using a qualified electrician to carry out electrical works in the home but worrying to see that despite this, almost one in three have still carried out DIY works themselves. “This new phase of the campaign aims to bridge that gap and demonstrate just how easy it is for householders to find NICEIC-certified businesses in their area to complete any domestic electrical works. I’d highly recommend that NICEIC-certified businesses visit the customer portal to download the free assets that can be utilised across their own marketing platforms.”
For more information about the campaign, visit niceic.com/dontdiy
