Register My Appliance Week will be promoted nationwide from Monday April 26 to Friday April 30 2021.
AMDEA, with the backing of BEIS and the Home Office, will urge the public to use www.registermyappliance.org.uk to register the estimated 100 million older appliances that helped sustain them through lockdown.
The safety message, with a softer edge, has evolved into ‘Keeping the kitchen magic safe’. It will highlight how special our homes have been over the past year, with appliances helping to keep everybody clean and fed, allowing kitchens to provide space for some magic and fun in difficult times.
Social and traditional media promotions will be supported by the findings of a new survey commissioned by AMDEA that is crammed with interesting and positive consumer attitudes, revealing the new dimensions kitchens and home appliances have assumed in the lives of the nation.
Alongside AMDEA members and the OPSS, local fire and rescue services throughout the UK, trading standards, social landlords and consumer groups will be using a suite of campaign assets, illustrating special lighter moments, to amplify the message and drive users to the portal’s registration pages.
AMDEA chief executive, Paul Hide, said: “Register My Appliance campaign week kicks off on April 26, using a ‘Magic Moments Made Safer’ narrative. Asset packs have been shared with members and partners and we’re ready to go. We’re encouraged by the high level of member-planned support for this campaign.”
He added: “If you want to get involved and are yet to receive all the information required, do let me know. We’ll be promoting the narrative across our Twitter, Instagram and Facebook social media sites, plus our newly launched LinkedIn page and targeted local and regional press and media.”