EuroWire May 2017

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May 2017 12
News
Corporate
THE Approved Cables Initiative (ACI) has
developed an online video campaign
to highlight the dangers and problems
contractors and installers can face with
substandard cable. The campaign, which
was launched in January to the cable
supply industry, has been developed
around three themes and will grow into
a collection of animated videos as part of
the ACI’s further involvement in content
marketing.
The campaign is launching with three
messages – ‘dressed to impress’ tells the
viewer that some cables are deliberately
under-specified when produced; ‘speak
the right language’ highlights the fact
that what is written on the cable may not
be what you buy; and ‘better behaved
cable’ spells out that if the purchase
doesn’t feel right then it probably isn’t.
Peter Smeeth, of the Approved Cables
Initiative, said: “We understand that our
target audience is embracing social
media more and more to find answers
and now looks to a range of channels for
information.
“More often this will involve social media
and online videos continue to grow in
popularity. With a picture worth 1,000
words as they say, and one in three in
the UK viewing at least one online video
a week, a video campaign done well can
spread the messages we want to share
in a simple and clear format to new and
existing audiences.”
The videos will be hosted on the ACI’s
website and its YouTube channel, and it is
hoped that all cable industry associations
will share the content with members and
followers. The videos can be watched at
The ACI launched in 2010 to address
the issues of unsafe, non-approved and
substandard cables entering the UK
marketplace. The ACI gives guidance
to the cable supply chain and where it
identifies suspect cable, contact is made
with relevant importers, distributors and
manufacturers, and results are published.
Approved Cables Initiative – UK
Website:
Campaign delivers
substandard cable message
▲ ▲ Substandard cable highlighted by the ACI
Ajex & Turner, India, produces high quality
trapezoidal wire drawing dies and sector
shaped conductor dies.
The company is able to serve its
customers with any special tooling,
such as shape drawing dies (trolley,
oval, trapezoidal, rectangular, square,
triangle, sector, etc) and sector shaped
compacting dies for bunching and
stranding lines. Fundamentally this kind
is used in the wire design and cable
manufacture industries.
Trapezoidal/shaped wire drawing dies
apply to rod break down machines and
drawing machines, and are used in wire
drawing.
Sector shaped compacting dies (D shape
sector dies) are used on rigid stranding
machines and are suitable for use in the
production of low voltage underground
power cables or similar.
Ajex & Turner Wire Dies Co – India
Website:
Meeting requirements