UKAS ACCREDITATION AWARENESS CAMPAIGN

UKAS launched an Awareness Campaign in November 2000 targeted at business and Government. The aim of the Campaign is to raise the profile of UKAS and the value of accreditation. The campaign, which is part funded by DIUS (formerly known as DTI), was launched by Lord Sainsbury, the former Minister of Science and Innovation. In 2007/8, the campaign continued to drive up levels of awareness as a result of continued support from the DIUS, closer relationships with partners and external suppliers, and greater internal resource.

Government Engagement

UKAS has made significant progress raising the awareness of accreditation structures across Whitehall. This has been achieved through many initiatives from senior level meetings, direct mailing of promotional literatures, inter and cross-departmental workshops and presentations, as well as through press relations and events.

Accreditation Matters, a periodic brochure aimed at policy advisors, is sent to over 20,000 civil servants via email distribution lists, as well as distributed through events and meetings, and to over 200 Editors of trade publications. Accreditation Matters is also placed on web-based Central Government Policy hub, the primary location of policy tools accessed by policy makers.     

UKAS has continuously attended meetings and workshops across the majority of Government departments in order to develop its network of contacts and to raise awareness of accreditation. For example, in the past year UKAS has met with Defra, FSA, DfeS, DCMS, DCA, DIUS, DoH, Energy Savings Trust, DCLG, DFID, Cabinet Office, MRHA, HSE and the Environment Agency.

Many of these meetings have produced positive outcomes, such as the development of new accreditation schemes - for example, Point of Care testing in the health sector, or the certification of organic food production. Furthermore, UKAS have been successful in influencing Government departments to recognise the value of accreditation as a proven and credible framework for delivering confidence. For example, Defra released a positioning statement recognising businesses with accredited-certification to an EMS. The Department for Constitutional Affairs changed their policy to only recognised paternity testing data from accredited laboratories.

Since the launch of the Awareness Campaign, UKAS has successfully worked with Government to develop new schemes that are underpinned by accreditation. These include areas such as food safety, New Approach Directives, asbestos management, emissions trading, MCERTS, forensic analysis, BSE testing to name a few.

UKAS will continue to work with departments where it has built up strong relationships, but it will also seek to target departments where UKAS has less of a presence. UKAS will actively seek to promote accreditation in areas such as OGC’s prequalification criteria for small businesses, micro-generation, building regulations, school food inspections, ticket agency certification, waste management, occupational health and safety and biometrics.

UKAS has also established close links with the Cabinet Office. The UKAS Chairman, Lord Lindsay has been appointed to the Better Regulation Commission, and is well-placed to communicate the benefits of accreditation in support of a self-regulated approach to senior level contacts within Government.

ENGAGING WITH THE BUSINESS COMMUNITY

Since the launch of the Awareness Campaign, UKAS has engaged with a significant number of businesses, as well as business advisors and interest groups.

A key message, which DIUS has encouraged UKAS to take to small businesses, is the need for an informed choice when purchasing evaluations such as certification of management systems (ISO 9001, ISO 14001), product testing or the inspection or calibration of equipment. British companies - large and small - are being encouraged to source from organisations that have been accredited by UKAS. Such organisations are entitled to use Accreditation Marks that feature the Royal Crown, thus signifying government recognition.

The creation of a website (www.ukas.com/business) provided both users of accredited services and accredited businesses with clear messages on the benefits of accreditation. In 8 months, the site has attracted over 20,000 visitors.

UKAS has also created a series of brochures aimed at promoting the value of using a UKAS-accredited evaluation body. A brochure has been developed for each of the UKAS customer base – testing laboratories, calibration laboratories, certification bodies, inspection bodies.

The Awareness Campaign has proactively targeted business intermediary organisations. It is through these organisations that UKAS will communicate the value of accreditation in a more effective and cost efficient manner. UKAS has built up relationships with the Trade Association Forum, trade associations, the Federation of Small Businesses, Business Link and the Institute of Directors.

UKAS has worked with these intermediary organisations to promote accreditation through exhibiting at events, speaking opportunities, placing articles and adverts in official publications, using existing e-newsletters and placing content on websites.

UKAS has also exhibited at a number of events from business trade shows, customer events, as well as organising Think Tanks and new scheme launches.

UKAS has used the trade and business press to communicate its message. In the past 14 months alone, UKAS has placed over 120 adverts, articles and press releases into publications from the trade press to national newspapers. Over 12 million people have had the opportunity to read about UKAS or accreditation.

In addition, to build relationships with intermediaries, UKAS has actively sought to partner with organisations targeting small businesses with a similar message. Collaborating with organisations such as British Standards, the Environment Agency and the National Strategic Standards Framework has extended UKAS’ reach to a wider audience.

 For further information regarding the Accreditation Awareness Campaign please call +44 (0) 20 8917 8495 or e-mail: communications@ukas.com .