The awards, which recognise the innovative use of digital media in communication programmes, took place in London on July 10.
As part of the Beauty Burns campaign, which focused on child safety, Electrical Safety First (ESF) created a hard-hitting video that showed the dangers of not storing hair straighteners away safely. Research had showed that hair straighteners cause a tenth of child burns and that retailers and manufacturers needed to do more to protect customers.
The 30-second video begins by panning out from the melted face of a doll lying next to a pair of hair straighteners. The backdrop of a baby crying and the sound of a music-box were intended to heighten the emotional impact and the video ended with a link to Electrical Safety First’s website and the message: “Turn it off, put it away, pass this on.”
“I’m delighted with the award”, said ESF director general Phil Buckle. “We had some stiff competition, including O2 and Adidas, but the judges were impressed by the impact of our short film and the overall success of our campaign, which saw leading manufacturers decide to include heat proof pouches with all of their products, and over 7,000 people contact us as part of our pouch give away.”
The video and more information about the Beauty Burns campaign can be found on the Electrical Safety First website.