Exploding chipmunks to convey a serious safety message.

UK charity Electrical Safety Council, with assistance from digital agency Code Computerlove, has launched a new approach to communicate its message of deterring the use of malfunctioning electrical goods. An ironic short film about a member of an adult- sized chipmunk community (costumed of course) becoming victim of faulty electrical equipment has been developed, and will be promoted via a number of viral social media channels.

The campaign’s objective is to reach the unconcerned wider audiences and stand out from the excessive amount of consumer messages.

Code’s creative director Stefan Shaw said: “This is a completely new approach for the Electrical Safety Council, who wanted to be able to reach as many consumers as possible, cost-effectively, in social media channels. The video, as a disruptive marketing tool, delivers greater standout for important, but often ignored, safety messages.”

Emma Apter, the Electrical Safety Council’s Head of Communications, says: “We knew if we wanted to get people to sit up and take notice in social channels we had to do something that suited the medium. The video quite clearly shows the consequences of buying knock off goods and we hope it can actually save lives this year.”

Code will also create a new website for the charity to open next year. Thus highlighting the growing importance of having digital skills is in the creative and marketing industry.