in the spotlight: rated a success

IN THE SPOTLIGHT:

RATED A SUCCESS

award-winning PR and marketing specialists for the plumbing, heating

and built environment sectors

BACKGROUNDImproving the energy efficiency of the nation’s homes is a key challenge and the subject of a series of important initiatives, one of the best known was the financial incentive to upgrade existing boilers to A-rated boilers.

Sustain acted as the managing agents behind the A1 LCS Scheme which had been devised by npower as part of the Energy Efficiency Commitment programme. But when the government made it mandatory that all new boiler installations had to be A-rated, the incentive scheme needed to change in order to continue.

The scheme was modified to focus on fuel switching – changing from a less carbon-efficient fuel (such as coal or electricity) to a new gas, oil or LPG central heating system. The change of emphasis had to be clearly communicated along with maintaining the continued interest of the already established installer base.

CHALLENGESThe benefits to the installer from the modified scheme were not as obvious, with no cash in hand incentive. The new way of funding passed directly through the installer, with the entire grant going to the homeowner.

Registrations were more difficult to come by and the number of active installers was declining. The whole concept of grant funding was now far more difficult and convoluted to explain and the big challenge was to ‘boil it down’ into appealing messages that would excite and call installers to action.

The fundamental challenge was that installers saw no benefit to their business - just greater paperwork overload.

REQUIREMENTS• Integrated PR and marketing campaign • National targeting of Gas Safe registered installers• 3,500 new installer registrations• 750 installers converted from passive to active. And the need for each installer to more than double their

monthly claims from an average of 153 per month to over 300 in order to achieve targets

RATED A SUCCESS

SOLUTIONWith a difficult communications message to convey and a challenging background, it was essential that the campaign was simple to understand, with a strong message.

Wax’s excellent working relationships with the media and in-depth understanding of the best channels to reach the trade meant that Installer magazine, with circulation of 50,000 was selected as the primary media partner.

Telephone interviews were conducted with installers who had previous experience of the scheme. It was apparent that those who were registered with the scheme loved it and were easily able to see the benefit for themselves and their customers. By registering on the scheme, they could encourage homeowners to apply for the grant which enabled them to be more competitive locally and increase their profitability.

A large scale awareness campaign was needed to re-ignite interest and capture attention. A tease and reveal campaign based on the best kept secret with a win for installers. Running teaser strip ads made the most of the media budget over a period of three months, together with an integrated news and feature campaign that explained the benefits of registration and being able to offer customers access to grants worth up to £1,000 as well as future energy savings.

RESULTS• Four feature articles • A seven-fold increase in the number of registrations

during the first two weeks of the campaign

www.waxpr-marketing.com

NEWS RELEASE

AUGUST 2010

BEST KEPT SECRET REVEALED

A1 Low Carbon Solutions (LCS) is targeting installers with a three-month print and online advertising

campaign aimed at raising awareness of its Fuel Switching Scheme.

The ‘best kept secret’ campaign will go live in September and will highlight the fact that installers can

give their customers, in the privately owned residential housing sector, access to grant funding of up

to £1,000* if they replace their electric or coal-fired heating with a new less carbon intensive gas, oil

or LPG A-rated boiler purchased from Plumb Center, a key partner of the scheme.

While the grant funding for Fuel Switching must be passed on in full to the customer, installers can

gain a distinct business advantage over their competitors by being able to offer this to their

customers – something they can only do if they register – free of charge – with the scheme.

The A1 Low Carbon Solutions Scheme is not new. It was established in 2003 to provide incentives

and training for engineers and heating companies to install high efficiency A-rated condensing

boilers. The scheme has grown and developed to include generous grant funding for Fuel Switching

and renewables. To date grant funding has been given for over 3,300 fuel switches.

“We would strongly encourage installers to register with the scheme,” said A1 Team Leader Sarah

Snell. “ It’s simple to do and costs nothing, and installers who have registered see it as a way of

reducing their quotes and attracting more business – which is probably why most installers

registered with the scheme ‘keep it to themselves’. Being able to offer their customers access to Fuel

Switching funding is seen as a business booster in these financially challenging times. Saving up to

£1,000* on a heating system gets most people’s attention.”

There are two different types of Fuel Switching:

FULL FUEL SWITCHING – this relates to a property where the previous heating system was a full coal

or electric heating system (including storage heaters) even if it didn’t heat the whole house.

FOCAL POINT FUEL SWITCHING – this relates to a property that has no formal heating system but is

reliant on electric or coal fires.

To register with the scheme, installers can call 0845 6000 337 or go online at www.a1-lcs.co.uk and

complete the new installer registration form.

Installers can also visit the The A1 Low Carbon Solutions Scheme stand at InstallerLive – at the

Ricoh Arena in Coventry from September 7 to 10.

ENDS

BRANCH MANAGERS BRIEFING DOCUMENT

FOR MORE INFORMATIONIf you have any further questions regarding this initiative, please contact:

Plumb Center Chris Booker, Service Development Manager T: 01926 705779

Email: [email protected] – A1 Fuel Switch Scheme Sarah Snell, CERT Senior Associate T. 0845 6000337

Email : [email protected] Website : www.a1-lcs.co.uk

Because those in the know - KNOW just where to go!

REGISTER5 EASY STEPS TO INCREASED FUNDING

Simply register your company details and Gas Safe number

by phone, online or access registration form online,

complete and fax back - this is required only once.

Before the job begins contact the A1 Team to request

your voucher and provide details of the installation.

The voucher must be validated at your local Plumb

Center branch that supplied the boiler and your charge

note number clearly marked. Post it back freepost to

the A1 team (no stamp required).

The household will be sent a separate declaration to

confirm the installation is complete which should also be

posted back freepost to the A1 Team (no stamp required).

When your validation voucher is received along with

the householders declaration a cheque in respect of

your £100 plus the householders full grant funding will

be made payable to you the installer.

CONTACTVALIDATE

POSTRECEIVE

NEW AND IMPROVED

1

2345

AND UP TO £520 IF THE HOUSEHOLDER

IS OVER 70 YEARS OLD OR ON THE

FOLLOWING BENEFITS

ALLOWING YOU TO QUOTE EVEN MORE COMPETITIVELY

NEW SCHEME STARTS 1st JANUARY 2011

Phone: 0845 6000 337or 01934 864 227

Installers can go to www.a1-lcs.co.uk to register and complete the

voucher application online.

Installers can access and print the voucher application form through

the website on www.a1-lcs.co.uk.

Application forms can be faxed through to A1 on 01934 863 649.

£420PLUSUP TO

HOMEOWNER OR LANDLORD

FUNDING

• Council Tax Benefit

• Housing Benefit

• Income-related Employment and Support Allowance

• Income-based Jobseekers Allowance

• Income Support

• Attendance Allowance

• Disability Living Allowance

• Disablement Pension which includes Constant Attendance Allowance

• War Disablement Pension which includes either a Mobility Supplement

or Constant Attendance Allowance

• Child Tax Credit where the relevant annual income is £16,190 or less

• Working Tax Credit where the relevant annual income is £16,190 or less

• State Pension Credit

REGISTER5 EASY STEPS TO INCREASED FUNDING

Simply register your company details and Gas Safe number




your voucher and provide details of the installation.

The voucher must be validated at your local Plumb



the A1 team (no stamp required).

The household will be sent a separate declaration to


posted back freepost to the A1 Team (no stamp required).

When your validation voucher is received along with




CONTACT

VALIDATE

POST

RECEIVE

NEW AND IMPROVED

1

2345

AND UP TO £520 IF THE HOUSEHOLDER

IS OVER 70 YEARS OLD OR ON THE

FOLLOWING BENEFITS

ALLOWING YOU TO QUOTE EVEN MORE COMPETITIVELY

NEW SCHEME STARTS 1st JANUARY 2011

Phone: 0845 6000 337

or 01934 864 227

Installers can go to www.a1-lcs.co.uk to register and complete the

voucher application online.

Installers can access and print the voucher application form through

the website on www.a1-lcs.co.uk.

Application forms can be faxed through to A1 on 01934 863 649.£420PLUSUP TO

HOMEOWNER OR LANDLORD

FUNDING

• Council Tax Benefit

• Housing Benefit

• Income-related Employment and Support Allowance

• Income-based Jobseekers Allowance

• Income Support

• Attendance Allowance

• Disability Living Allowance

• Disablement Pension which includes Constant Attendance Allowance


or Constant Attendance Allowance

• Child Tax Credit where the relevant annual income is £16,190 or less



REGISTER

5 EASY STEPS TO INCREASED FUNDINGSimply register your company details and Gas Safe number




your voucher and provide details of the installation.The voucher must be validated at your local Plumb



the A1 team (no stamp required).The household will be sent a separate declaration to


posted back freepost to the A1 Team (no stamp required).When your validation voucher is received along with




CONTACTVALIDATEPOSTRECEIVE

NEW AND IMPROVED1

2345

AND UP TO £520 IF THE HOUSEHOLDERIS OVER 70 YEARS OLD OR ON THEFOLLOWING BENEFITS

ALLOWING YOU TO QUOTE EVEN MORE COMPETITIVELYNEW SCHEME STARTS 1st JANUARY 2011

Phone: 0845 6000 337or 01934 864 227Installers can go to www.a1-lcs.co.uk to register and complete the

voucher application online.Installers can access and print the voucher application form through

the website on www.a1-lcs.co.uk.Application forms can be faxed through to A1 on 01934 863 649.

£420PLUS

UP TO

HOMEOWNER OR LANDLORDFUNDING• Council Tax Benefit• Housing Benefit• Income-related Employment and Support Allowance

• Income-based Jobseekers Allowance• Income Support• Attendance Allowance• Disability Living Allowance• Disablement Pension which includes Constant Attendance Allowance


or Constant Attendance Allowance• Child Tax Credit where the relevant annual income is £16,190 or less



IN THE SPOTLIGHT:

UPLIFTING CAMPAIGN FOR AIRMILES



BACKGROUNDLeading heating, bathroom and kitchen products distributor, bcg, signed a three year exclusivity deal with The Mileage Company Ltd., the reward scheme experts operating the Airmiles travel reward scheme (now Avios). The partnership meant bcg could reward its customers with Airmiles against their purchases.

The Incentive scheme was enthusiastically embraced by all BCG’s key suppliers. Customers could collect Airmiles across a broad range of the bcg product portfolio, with a higher number of miles awarded for specific product ranges and promotions.

Each bcg customer that signied up to the scheme had an Airmiles account that was credited each time a purchase was made. The company accumulated Airmiles on a monthly basis with the ability to distribute those to individuals within their own business as they wish.

Airmiles (Avios) are collected by approximately two million members and bcg had joined a renowned list of companies including Lloyds TSB, Tesco, Shell and Avis, who reward their customers with this highly sought-after rewards scheme.

CHALLENGESLoyalty schemes can be complex to communicate. Plus as a business to business scheme, bcg was breaking new ground by offering its customers a way of earning and rewarding Airmiles throughout the business rather than an individual accumulating miles for their own personal use.

The challenge was to announce the partnership to the industry in a clear, concise yet engaging way and to raise the profile of bcg and the Airmiles scheme.

REQUIREMENTS• Communications campaign planning and management• Event planning and management• Public Relations

UPLIFTING CAMPAIGN FOR AIRMILES

SOLUTIONThe advertising calendar was strategically managed and coordinated to combine direct and e-mail marketing and adverts throughout the major trade publications with a targeted editorial and advertorial campaign.

Full page ads, strip ads, inserts, online banners and skyscrapers, news articles, feature articles, interviews and by-lined features all formed part of the campaign, together with an ongoing direct and email marketing campaign.

bcg’s Big Tour, a series of small trade road shows around the country, was identified as the ideal time to launch the scheme to the industry. The announcement was made to all the key trade editors at a breakfast reception involving a detailed press briefing at which representatives from bcg and The Mileage Company presented and answered questions. All editors were supplied with a detailed briefing pack to take away. Briefing packs were also sent to editors of associated titles after the launch event.

RESULTS• All the key titles ran the story, with many giving it feature

length coverage.• Several titles agreed to interview Chris Honer, bcg’s

Managing Director including KBB Review and Builder’s Merchants News.

• The campaign achieved an AVE in excess of £18,000 over a five month period.


IN THE SPOTLIGHT:

THINKING BIG WINS AWARD



BACKGROUNDLeading heating, bathroom and kitchen products distributor, bcg had a good reputation for its annual series of trade road shows around the country called ‘Big Tour’. Each year they built on the success of the previous tours, attracting more exhibitors and, more importantly, a greater number of visitors.

In order to make the tour an even bigger hit and generate more involvement, WAX worked with bcg to plan and implement the Big Tour 3 communications campaign. A fully integrated approach was needed, with careful planning on short timescales. The solution was to combine direct and e-mail marketing, adverts throughout the major trade publications and a targeted editorial and advertorial campaign.

The tour ran over five days, in Bristol, Birmingham, Twickenham, Glasgow and Manchester.

CHALLENGESAt a time of recession, and with many other trade shows in the sector being cancelled during that particular year, bcg felt that it was more important than ever to pull together an exhibition of premium quality. It wanted Big Tour 3 to inspire confidence and growth for each and every one of its customers and suppliers. The challenge was to get the industry’s leading names to exhibit and to maximise the number of visitors.

REQUIREMENTS• Communications campaign

planning and management• Event planning and management• Public Relations

THINKING BIG WINS AWARD


SOLUTIONThe campaign ran across all the key trade titles for six months with an advertising calendar that was co-ordinated and carefully tailored. Full page ads, strip ads, inserts, online banners and skyscrapers, news articles, feature articles, interviews and by-lined features all formed part of the campaign, together with an ongoing direct and email marketing campaign.

During the Big Tour bcg also announced that it was the first distributor in the sector to offer Airmiles (now known as Avios) to its customers. The announcement was made to trade editors at a breakfast reception which involved a detailed press briefing at which representatives from bcg and The Mileage Company spoke and answered questions.

RESULTS• Big Tour 3 not only received a record number of pre-registration

requests to attend, but smashed its previous record for actual attendees.

• With over 1400 independent retailers and merchants from the industry attending, this was an increase of over 30% on the previous year’s figures.

• The communications campaign received an award for the industry’s most ‘Effective & Consistent Trade Communications Campaign’.

• The awards judge said: “BCG’s Big Tour was one of the very few events of its kind for the electrical industry in what was a difficult year. The trade promotion for the event across a number of trade publications was visually powerful, consistent and distinctive. The decision to invest at this level, both in the event itself and in its promotion, not only contributed to the success of Big Tour, but also brought confidence and excitement at a time when the trade was in need of a lift.”

IN THE SPOTLIGHT:



BACKGROUNDbcg is one of the UK’s leading distributors of plumbing, heating, kitchen and bathroom products to independent builders merchants and kitchen and bathroom retailers. As a distributor, bcg is the link between manufacturer and retail outlet and in that context product/service-related PR is a little more tricky to achieve. WAX created a quarterly customer magazine, Buzz, to reach customers and keep them updated with all the latest news, products and services from bcg.

CHALLENGESThe main challenge was the lack of PR opportunities that are open to a distributor because of the nature of what they do. WAX sought to find new ways to raise awareness of bcg and their services.

REQUIREMENTS• To create a regular customer magazine, writing features

and news piece• To solicit editorial from suppliers and edit it to fit with the

Buzz house style• To sell advertisements to suppliers to off-set costs

CREATING A BUZZ

CREATING A BUZZ


SOLUTIONWAX created a plan for a 36-page customer magazine and presented this to bcg. WAX’s bcg Account Manager acts as Editor of the magazine.

The style of the magazine is professional, approachable and fun. The content aims to showcase bcg’s product range and improvements to the service it offers. Staff are profiled, as are customers, and price changes are communicated.

RESULTS• Four issues of the magazine completed in 2014• Very well-received by merchants, retailers and suppliers• Advertising sales have exceeded expectations• The fourth issue was funded entirely by supplier advertising

IN THE SPOTLIGHT:

LEADERS OF THE PACK



BACKGROUNDbcg is one of the UK’s leading distributors of plumbing, heating, kitchen and bathroom products to independent builders merchants. As a distributor, bcg is the link between manufacturer and merchant and in that context product/service-related PR is a little more tricky to achieve. WAX created a campaign of business advice columns to raise awareness of bcg and to position the company as thought leaders within the industry.

The main aim of the campaign was to raise awareness of bcg’s outstanding customer service with existing and prospective customers.

CHALLENGESThe main challenge was the lack of PR opportunities that are open to a distributor because of the nature of what they do. WAX sought to find new ways to raise awareness of bcg and their services.

REQUIREMENTS• A campaign to engage bcg’s independent merchant and customer base• Encourage traffic to the bcg website for brochure

downloads and e-services take-up• Raise awareness of bcg’s

next-day delivery service

LEADERS OF THE PACK


SOLUTIONWAX negotiated forward features and columns with the three main builders merchant titles, including monthly business columns in Builders Merchant News and Builders Merchant Journal. The columns were by-lined to members of bcg’s Senior Leadership Team (SLT) and used general business comment and advice to highlight bcg’s commitment to customer service, website tools and next day delivery service.

RESULTS• Coverage of bcg in merchant titles increased by 400%

in 2013 over 2012• bcg Senior Leadership Team successfully positioned

as industry thought leaders• Columns praised by Editors of merchant magazines:

“the bcg stuff is always really interesting” “topical and always gives someone somewhere something to think about” “bcg has plenty to talk about and the articles are well received”

IN THE SPOTLIGHT:

PROMOTING TOILETS TO A HIGHER LEAGUE



BACKGROUNDPlumb Center has 520 branches nationwide and is one of the UK’s leading suppliers of plumbing and heating products including central heating systems, bathrooms, showers, drainage and renewable technologies.

Plumb Center’s customers are installers, many of whom are big supporters of Britain’s national sport, football. So when Plumb Center wanted to run a trade promotion that would combine its corporate social responsibility with engaging more customers, WAX proposed a simple yet innovative solution – with a football theme.

The main aim of the innovative ‘Best Loos-ers’ online campaign was to raise awareness of Plumb Center’s state-of-the-art plumbing solutions primarily with existing and prospective customers as well as football clubs.

CHALLENGESThe main challenge was to achieve stand-out and find a different news hook and angle never before exploited in the plumbing and football world.

During the promotion a number of challenges including a vote-rigging scandal presented themselves. These were quickly turned around by the WAX team into opportunities that generated national news headlines and furious online debates among supporters.

REQUIREMENTS• A campaign to engage Plumb Center customers and unite football fans• To generate small and big conversations on social media• Deliver traffic to a new website for data capture

SOLUTIONWAX devised a campaign theme, new logo and website called the Best Loo-sers. This acknowledged the shocking state of football club loos throughout the country. It also recognised that cash-strapped clubs struggled to make their loos environmentally sound or family-friendly.

Plumb Center invited people to nominate the club most deserving of a £100k transformation of the toilet facilities, together with the offer of an additional £1,000 donation to a community-led project of the winning club’s choice.

PROMOTING TOILETS TO A HIGHER LEAGUE

A Best Loo-sers website was established and WAX contacted every club in the football league and the conference premier league, inviting them to email pictures of their loos and pitching for the prize of a £100k investment. Supporters voted for their club on line. It was backed by a national and trade PR campaign. And Plumb Center’s 520 branches participated with posters and PoS to generate local support.

National name trade suppliers also supported the campaign, distributing the news company-wide and through sales teams including LX Engineering, Grant Westfield, Cistermeister, Cubicle Systems, Twyford Bathrooms and Franke Sissons.

RESULTS• Intense competition among clubs and supporters to win the prize.• Coverage across all trade and building media, plus national

coverage on the back of the discovery that some clubs were rigging votes.

• WAX turned a potential vote rigging negative into a positive by tightening up security on the website and maximising the value of the fans passion to see their club win first prize. For example Aldershot FC even asked a local milkman to include flyers with the pints on his delivery round.

• More than 21,000 votes from around the world were received. The topic was widely debated in social media circles amongst installers and fans.

• National consumer press coverage took off with the vote rigging scandal. Coverage included The Sun, The Mail, Metro, Guardian and radio stations across the UK including Radio 5 Live, talkSPORT in addition to regional press coverage.

• The campaign won a prestigious Construction Marketing Award.


IN THE SPOTLIGHT:

A WORD TO THE WISE



BACKGROUNDPlumb Center identified a big difference between the number of boilers and the number of water treatment products it was selling. They asked WAX to come up with a solution to tackle the discrepancy. The result was the Wise up to Water Treatment campaign, emphasising how water treatment products could save homeowners money on their energy bills. This led to spin-off campaigns like Wise Up to Wireless - which highlighted the huge savings heating controls can have on energy bills – and the award-winning campaign Wise Up to CO which warned of carbon monoxide’s deadly threat.

CHALLENGESThe objective was to educate and inform installers about water treatment, wireless controls, and CO poisoning, so they would be able to convince their customers of the value of these products, boosting installers’ and Plumb Center’s bottom lines.

SOLUTIONWAX organised the launch of the Wise up to Water Treatment campaign for the trade and other key stakeholders at Henley Regatta. We provided press packs to all the editors and secured blanket coverage in the leading heating industry titles.

For this, and subsequent campaigns, WAX sold in and wrote many articles for the trade press, alerting installers to the initiatives. As well as highlighting the safety and money-saving benefits to their customers, the campaigns identify the additional revenue opportunity available to installers through the use of water treatment and wireless heating control products, every time they install a boiler, radiator, pump or valve.

November 2014

I Registered Gas Engineer I Carbon monoxide

34

Put customer safety firstYou can’t see, taste or smell it but CO is a potential danger to homes and businesses across the nation.

It’s a silent threat – but gas engineers can play a vital role in keeping their customers safe, writes

Plumb Center’s Gail Van Dijk.

F or manufacturers, safety is paramount. Boilers are produced to the highest specifications and their technical teams run exhaustive tests before any boiler leaves the production line. Manufacturers are confident that their boilers are safe when they leave the factory, but what about when they reach their destination?When boilers are fitted, the gas engineer should urge homeowners and business owners to book their annual safety checks.

Since April, gas engineers have had to use an electronic combustion gas analyser to measure and record the combustion ratio and CO level every time they commission a boiler. It now forms part of the boiler’s warranty conditions.Engineers can give their customers added peace of mind by recommending a CO alarm. There is no substitute for regular servicing and maintenance of gas appliances, but an alarm offers a

vital second line of defence.It is worth pointing out that CO can escape from a neighbouring property. This is particularly an issue where people live in flats or share office space.The ‘Make it Law’ campaign urges the government to amend the Building Regulations to make CO alarms mandatory when all fossil-fuel-burning appliances are fitted in England and Wales – legislation that has been enabled in Scotland and Northern Ireland already.Plumb Center is asking gas engineers to support the campaign by signing an e-petition which calls on the government to enact this life-saving piece of legislation – and urge your colleagues and customers to do the same.

The Make it Law campaign is moving into a consumer-awareness phase, so people are likely to be far more aware of the dangers of CO. That said, why wait for the law to change? It can only enhance your reputation to

show your customers how seriously you take their safety – £15-£25 is a small price to pay for peace of mind.

Fitting a CO alarmCO has the same density as air and therefore distributes equally around a room. However, as CO is formed by a combustion process, the gas is likely to be warmer than the surrounding air and may rise towards the ceiling.The CO alarm should be positioned near the appliance, in accordance with the manufacturer’s guidance. Wireless alarms are easy to fit and don’t need an electrician.What to look for • Make sure the alarm complies with EN 50291:2010 and is Kitemarked

• Choose a trusted manufacturer• Consider a long-life sealed battery-powered alarm. Some have a lifespan of 10 years without needing replacement batteries.

When it comes to positioning, the British Standard advises:• If mounting the alarm on the ceiling, it should be one to three metres horizontally from the appliance, and at least 300mm from any wall and obstructions• If mounting on a wall, the alarm should be one to three metres horizontally from the appliance, below ceiling height but above the height of any doors or windowsCO alarms should not be located:

• In an enclosed space, eg, a cupboard• Where they can be obstructed• Directly above a sink• Next to a door, window, extractor fan or vent• Where the temperature may drop below –5°C or exceed 40°C• Near a cooking appliance. n

• To find out more about the ‘Make it Law’ campaign, go to www.notoco.co.uk

| News

evening standard Wednesday 4 February 2015

19

RENOVATION

plans for the

Houses of

Parliament

should be

overseen by an

expert delivery

authority, senior

politicians

have said.They argue

the restorations,

which could cost

up to £3 billion,

are too great to

be managed in

house, and that

an external body

based on the

Olympic Delivery

Authority should

oversee the

project.

Parliament renovation ‘needs an overseer’

Hope for tragic bride’s family in gas alarm fight

Joseph Watts Political Correspondent

Last weeks of life: Katie Haines with her father at her wedding

MINISTERS are considering reforms to

make alarms warning against carbon

monoxide leaks mandatory in homes.

It follows a campaign led by the par-

ents of Katie Haines, 31, who died from

carbon monoxide poisoning shortly

after getting married five years ago.

In Parliament this week, campaigners

told MPs how 40 people a year die from

CO poisoning in England and Wales. A

further 4,000 are hospitalised.

The gas, which can leak from faulty

gas appliances or build up if they are

poorly ventilated, cannot be seen,

tasted or smelt. Symptoms, such as

headaches, nausea and dizziness, can

easily be confused with flu.

Mrs Haines, a former journalist and a

press officer for the University of

Oxford, was found dead by her husband

Richard at their Wokingham home

in 2010. They had just returned from

honeymoon in Brazil.

He and her parents, Gordon and Avril

Samuel, set up the Katie Haines Memo-

rial Trust to call for stronger laws.

A Department for Communities and

Local Government official said: “Car-

bon monoxide alarms are required as

part of building regulations where solid

fuel appliances are installed. We have

consulted on whether further changes

For a video on dangers of CO go to:

katiehainestrust.com

should be made requiring them in more

types of accommodation. We are con-

sidering the responses and will make

an announcement shortly.”

Laws were passed in England and

Wales in 2013 requiring private land-

lords to install the alarms in rental

properties but fewer than one in six

London households has one fitted.

Mr Samuel, a Mayfair art dealer, said:

“Katie was a journalist and if this had

happened to any of us she would have

moved heaven and earth to raise

awareness.” @JoeWatts_

Man shot dead

on driveway in

millionaires’ row

POLICE were searching for a gunman

today after a man was shot dead in a

“millionaires’ row” in west London.

Armed officers were called to Vine

Lane in Uxbridge at around 7pm last

night after reports of gunshots.

Paramedics tried for an hour to resus-

citate the 38-year-old victim in a tent

erected in the driveway of a detached

house, backing on to woodland.

The man, who is believed to have

lived on the street, is said to have been

shot multiple times at close range with

a handgun and was pronounced dead

at the scene.

The gunman was last seen running

down St Andrew’s Road, past former

airforce base RAF Uxbridge.

Neighbours in the road of detached

million-pound homes said they heard

five or six shots fired. Within minutes

armed police had sealed off the road.

City worker Ching Shum, 46, said:

“There were loads of bangs in quick

succession. We thought it could not be

gunshots but must have been fireworks

but minutes later there were blue lights

everywhere.”

Stuart Nield, 46, said: “I heard bangs

and thought a car had crashed but then

when the police and ambulances came

I realised that it was something else

altogether.”

A witness, who heard “five or six

pops” while watching television, said:

“I came out and was stopped by police

who said a man had been shot and the

gunman was on the loose.”

He added: “Vine Lane is a rich road

with lots of big houses. This sort of

thing doesn’t happen around here.”

Police dogs were seen going around

gardens and hedges as detectives

launched a murder investigation.

A Met Police spokesman said: “Police

are in the process of informing next-of-

kin. A post-mortem examination will

be held in due course. No arrests have

been made. Enquiries are ongoing.”

Anyone with information is asked to

call 0208 358 0300 or Crimestoppers

anonymously on 0800 555 111.

@1Ben_Morgan @Matt_Watts80

Ben Morgan, Matt Watts

and John Dunne

‘If this had

happened

to any of us

Katie would

have moved

heaven

and earth

to raise

awareness’Gordon Samuel,

Katie’s father

A WORD TO THE WISE


The campaign, led by Plumb and Parts Center plus Honeywell, to get the law changed on CO alarms has received tremendous support from the industry, the All-Party Parliamentary Carbon Monoxide Group and the All-Party Parliamentary Home Safety Group.

Industry supporters include: the Heating Equipment Testing and Approval Scheme (HETAS); the Institution of Gas Engineers and Managers (IGEM); the Oil Firing Technical Association (OFTEC), the Chartered Institute of Plumbing and Heating Engineering (CIPHE); the Association of Plumbing and Heating Contractors (APHC); the Scottish & Northern Ireland Plumbing Employers’ Federation (SNIPEF), the Gas Safety Trust (GST); the Gas Industry Safety Group (GISG); the Council of Gas Detection & Environmental Monitoring (CoGDEM); the Heating and Hotwater Industry Council (HHIC); the National Association for Professional Inspectors and Testers (NAPIT); Testo; Aico; Worcester Bosch; Vaillant; Ideal; Baxi; Vokèra and Scotia Gas Networks.

LEADING SUPPORTERS

Tragically, around 40 people a year die from accidental CO poisoning in England and Wales – with around 4,000 admitted to hospital with symptoms which could lead to brain damage and strokes, according to the Health and Safety Executive (HSE). It is also estimated that 100,000 people might be victims of poisoning without even knowing.

Plumb Center’s Gail van Dijk is spearheading the new campaign in which the national merchant is partnering with a number of manufacturers, associations and organisations to push through a change in legislation to protect against the threat of CO poisoning.

Why is CO so dangerous?CO is a silent killer. You can’t see, taste or smell it, and symptoms such as headaches, nausea and dizziness can be confused with the flu. The best way for people to

protect themselves is to have any carbon-burning appliance regularly serviced, but a professionally-installed, audible CO alarm could save their lives.

What is the aim of Plumb Center’s new campaign?We’re aiming to get the law changed so it would be mandatory in England and Wales to have a CO alarm fitted when any carbon-burning appliance is installed. It is already law in Scotland and Northern Ireland.

How do you plan to do this?We’ve posted an e-petition with Parliament, and we’re urging all installers, their customers, families and friends to pledge their support. Once we have 100,000 names, we can force a debate in the House of Commons, and this simple change in the law will be one step nearer.

36 › INSTALLER › June 2014

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Installer talks to Gail van Dijk who, with leading CO alarm manufacturer Honeywell, is spearheading a new campaign to save people from the risks of CO poisoning.

Do you have industry backing?We’ve been overwhelmed by the level of support from trade bodies, boiler manufacturers, politicians and ordinary people. Now we must convert that support into names on our petition, because the ultimate aim is to save lives and end these needless tragedies.

Do any of your supporters have personal experience of the CO threat?Yes – we’re privileged to have the support of Gordon Samuel and the Katie Haines Memorial Trust. Gordon’s daughter Katie died at the age of 31, the victim of accidental CO poisoning. Gordon – along with his wife Avril, Katie’s husband Richard, and their families – has worked tirelessly since her death in 2010, to raise awareness.

How many people have CO alarms?The hard facts are chilling. We estimate that around 15% of homes in the UK have CO alarms, whereas 84% have smoke alarms. Also, many people mistakenly believe their smoke alarm will protect them from CO.

How do you plan to get 100,000 names?We’re launching a major publicity drive through the press and social media, and we urge everyone reading this to spread the word and forward www.no-to-co.co.uk to everyone they know, asking for their support. We would also ask them to use Facebook and Twitter to ensure this vital message reaches as many people as possible.

What happens once you’ve reached your target?We will get a debate tabled in the House of Commons, and we’ll write to all MPs urging them to support this vital change in the law. Please don’t delay – visit www.no-to-co.co.uk and pledge your support. One click could help save a life.

What can installers do to make sure their customers are safe from carbon monoxide?To put it simply, keep doing their jobs. Installers know to look for

cracked flues, damaged heat exchangers, and other potential CO hazards during services and boiler check-ups.

The latest legislation that was introduced in April is also helping. Installers are now using a flue gas analyser to measure the combustion ratio and the level of CO every time they commission a boiler – and recording the results.

This is because high levels of CO have been found in a (very small) number of combustion products because of inappropriate adjustment of the gas valve and poor flue installation.

If installers aren’t doing this, they definitely need to start – it’s a new requirement of the Benchmark Commissioning Checklist and also confirms boiler warranty benefits for householders.

The best thing installers can do is to educate their customers about the dangers of CO and recommend that audible alarms be fitted where they’re needed.

Where’s the best place to fit a CO alarm?Carbon monoxide alarms are covered under the European Standard: EN50291:2010, so installers need to make sure they’re fitting products that meet the standards set by that code of practice. They should also be fitted in accordance with manufacturers’ instructions.

It’s best to install an alarm in all rooms where there’s a carbon-burning appliance, and when it comes to best position, the British Standard offers detailed advice.• Ifmountingthealarmonthe

ceiling, it should be one to three metres horizontally from the appliance, and at least 300mm

CAUSES OF CO POISONING›Appliance was poorly installed›Appliance is not working properly›Appliance is not regularly checked/maintained› Insufficient fresh air in the room›Blocked chimney or flue

THE HARD FACTS›84% of homes in the UK have smoke alarms›15% of UK homes have CO alarms.

SYMPTOMS OF CO POISONING›Headaches›Tiredness›Dizziness›Nausea/vomiting›Confusion and clumsiness›Persistent chest or stomach pains›Trembling›Blurred vision or hallucinationsHigh levels of CO can kill in minutes

››A professionally-installed, audible CO alarm could save their lives. ‹‹

Honeywell has launched a new range of carbon monoxide alarms.

from any wall and obstructions (such as a light fitting).

• Ifmountingonawall,thealarmshould be one to three metres horizontally from the appliance, 150mm vertically down from ceiling, and above the height of any doors or windows.

CO alarms should not be located:• inanenclosedspacesuchas

a cupboard

• whereitcanbeobstructed• directlyaboveasink• nexttoadoor,window,

extractor fan or vent• wherethetemperature

may drop below –5°C or exceed 40°C

• intheimmediatevicinityof a cooking appliance n

It’s about saving lives

Pledge your support now at www.no-to-co.co.uk

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RESULTWidespread coverage was gained throughout the trade press in print and online media. As a result, Plumb Center staff were positioned as experts, and the go-to guys for the various product ranges being promoted during the campaign. This was achieved by raising awareness and practical knowledge among installers.

The press work was also a platform to publicise the latest product deals it had in more than 500 branches nationwide. These products help to save lives and reduce energy bills.

It also achieved tangible business results:• 2011 – Water treatment sales up 17%• 2012 – Carbon monoxide alarm sales up 27%• 2013 – Controls sales up 7% and 2,000 staff trained to sell products

WAX wrote the entry submission for industry awards, with Wise Up to CO winning the 2013 H&V News Safety Initiative of the Year award. This award win gave Plumb Center the opportunity to market itself further. After the award judges were quoted as saying: “This campaign stands a good chance of influencing legislation that will have a positive effect on safety.”

Buoyed by this we staged our Make CO Alarms Law campaign in 2014. This enabled us to take the safety message to a much wider audience with a consumer campaign that got national media and TV coverage.

We achieved cross-party support by staging a parliamentary reception and meeting ministers. There is now real impetus behind this campaign and Baroness Finlay of Llandaff said in the Lords recently: “Every home where there is a fossil-fuel-burning appliance, at the time when that appliance is installed, renewed or serviced, must be fitted with a carbon monoxide alarm.”The campaign was a finalist in the H&V News Award 2015.

in the spotlight: rated a success

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