Northern Powergrid



Safety Animation 2Northern Powergrid's campaign targeted parents and carers with crucial electricity network safety messages

 A trial digital animation campaign by Northern Powergrid is set to return after spreading electricity safety messages to 325,000 people across the North East, Yorkshire and northern Lincolnshire.

With schools still closed to visitors as a result of COVID-19, the company responsible for the region’s power network turned to animation to help parents and guardians ensure future generations know how to play safe, stay safe and understand the dangers of ignoring warning signs around electrical equipment.

The short animation, trialled over the summer months, called on local people to take a moment to talk to the young people in their life about the importance of not climbing poles and pylons, going into electricity substations or fishing or flying kites or drones near overhead power lines. 

Whilst primarily directed at parents, the video was created in a way that meant it could also be shared with children as part of any home schooling or family time.

Two out three people who saw the digital campaign in their social media feed went on to view the animation – with it achieving some 240,000 views.  The success of the trial has led to Northern Powergrid deciding to rerun the campaign in time for the upcoming October half term.

“Every year we educate thousands of local school children on the dangers of playing too near the equipment we look after as part of our power network. This educational activity could save lives and it’s one of the most important things we do. With schools closed to most pupils earlier this year due to COVID-19 and visitor access still not currently possible, we have not been able to share these important messages like we usually would. Instead, we poured our efforts into spreading the word to parents far and wide via social media,” explained Northern Powergrid school safety presenter Leena Markovic.

Geoff Earl, Northern Powergrid’s Director of Safety, Health and Environment, said: “We’re committed to being a force for good in the community and take our responsibility of sharing education about electricity safety and our network very seriously.  We want youngsters across the region to understand the importance of staying away and how to spot dangers which could be fatal if they stray too close to our equipment.

“We’re currently exploring emerging thinking on how we should deliver safety education in the future. We’d welcome people’s views to help us shape our plans so we can continue to effectively deliver vital safety messages to a range of audiences from young people to the farming and road haulage communities.”

To view the animation and share it with any children in your care, please visit:

Northern Powergrid is currently exploring the best ways it can support the communities it serves and powers in the future. Customers interested in sharing their views on everything from safety and network reliability to decarbonisation and customer service can visit the company’s dedicated microsite to have their say and contribute to the building of the electricity network operator’s 2023-2028 business plan.