1. LPGAS SAFETY ASSOCIATION OF SOUTHERN AFRICA - RIO 2009 “Respecting the Brand” - The Dangers of Cross Filling

2. LPGSASA Organisation MANAGING DIRECTOR Manager Communication Manager Training Manager Technical Standards Eric Hulley Manager Administration LPG FORUM MANCOM Manager Free State Manager KZN Manager Cape LPG Safety Commission LPGSASA BOARD OF DIRECTORS GM Botswana Association Training Coordinator SAQCC Receptionist & Cleaning Service Various Consultants Secretary Training Service Provider Training Service Provider SAQCC Manager Community Development Manager Technical Standards

3. Cylinder Verification Scheme  We have to start by making sure the cylinders are safe  To do so, we follow all National and International standards and procedures

4. Quality Dealer Network  A registration scheme whereby LP Gas dealers are audited for compliance with all applicable standards and laws  LPGSASA has now been asked, by Government, to introduce a registration scheme for LPG filling sites and fillers

5. Background  Demand for LPGas is increasing  Encouraging More competition – lower prices More competition – lower prices Increased accessibility for users Increased accessibility for users  Impact Perceived opportunities in a growing market Perceived opportunities in a growing market Inexperienced operators Inexperienced operators Responsible & safety-conscious? Responsible & safety-conscious? Increase in rate of incidents Increase in rate of incidents

6. Background  Cross filling identified as a serious problem  Two companies instituted legal action  Court of law found in their favour  Imposed a fine and costs - and precedence has now been set  The ‘guilty’ company is now a member  Complies with the legal requirements

7. Options  Ignore the problem  Bow to pressure  Accept the consequences  But, this year, in South Africa More accidents involving cylinders than past 10 years More accidents involving cylinders than past 10 years More destruction than before More destruction than before Our proud reputation has been tarnished Our proud reputation has been tarnished Little sign of this changing Little sign of this changing  A typical example of the consequences....

8. The Results

9. Why we should care!

10. Independent Forensic Audit  The outcome of the audit was clear The Cylinder had been cross-filled The Cylinder had been cross-filled The Cylinder had been over-filled The Cylinder had been over-filled

11. Graphically + 35 mm

12. Next step  Educate dealers and the public on the legal and safety aspects of trading with LPGas  Not a commercial promotion of LPGas  The messages had to be clear and concise  Make it simple for the consumer to: Understand ‘Authorised Dealers’ Understand ‘Authorised Dealers’ Have easy access to them Have easy access to them  Eliminate “Cross Filling”

13. LPGSASA Action  Authorised Dealer Campaign What/Who is an Authorised Dealer? What/Who is an Authorised Dealer? Who is responsible for which cylinder Who is responsible for which cylinder Which dealers can fill whose cylinders? Which dealers can fill whose cylinders? A number of messages and they were complex A number of messages and they were complex

14. Media & Message  Newspapers 10 National Daily and 3 National Weekend publications 10 National Daily and 3 National Weekend publications An LPGSASA message - Not commercially driven An LPGSASA message - Not commercially driven  Messages Safety Safety Educational Educational Facilitating Facilitating

15. The 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

16. Media Support  Used TV to support the Press Campaign  Directed the viewers’ attention to the press  Spin-offs included exposure for our Association An independent, non commercial body supporting the consumer An independent, non commercial body supporting the consumer

17. TV Promo

18.  Press campaign; 6 week period 6 week period reached 34.33% of the population reached 34.33% of the population equating to 10,7 million Adult South Africans (Age 16+) equating to 10,7 million Adult South Africans (Age 16+)  TV campaign; 5 week period 5 week period reached 68.1% of the population reached 68.1% of the population equating to 15,7 million Adult South Africans (Age 16+) equating to 15,7 million Adult South Africans (Age 16+) Audience Reach

19. Response  Innumerable 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 feedback  Numerous radio interviews and editorial content  Should be sustainable

20. Post Campaign Support A competition run in popular magazines encouraging readers to read the safety tips in order to participate

21. Industry Action  Independent company instituted their own action.  Involved the S A Police Services  Confiscation of LPGas and cylinders - and arrests  The ‘raid’ was well publicised to discourage the illegal practice of cross filling  Further action is pending  Other companies will follow suit

22. Industry Action Media coverage on action taken by a major LPGas company

23. Outcome  No doubt the campaign has reached millions  Dealers and Distributors Are aware of the consequences Cannot claim ignorance  The public are aware and questioning  We 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 incidents

24. THANK YOU