Insight Communications

IMPLEMENTATION

Since 2011, Insight has continued to build on Australia’s only national Asbestos Awareness Campaign throughout 2012, 13, 14, 15, 16 and 2017 to consistently deliver innovative, effective strategies that engage communities and gain wide-spread media coverage, year-after-year within tight budget parameters.

Insight has consistently developed and delivered numerous practical resources annually, extending campaign reach to a broader audience. From homeowners to tradespersons, commercial property managers and landowners; Insight has developed, written, designed and produced more than 60 individual asbestos-related information resources, tailored to specific target audiences including the campaign’s flagship community information resource, www.asbestosawareness.com.au.

ASBESTOS IN DOMESTIC PROPERTIES RESOURCES

HOMEOWNERS & RENOVATORS

• The Healthy House Checklist: A Homeowner’s Guide To Identifying Asbestos-Containing Material To Manage It Safely 
• Blank Checklist Table & Blank Schedule Table
• 20 Point Safety Check – Homeowners and renovators 
• Asbestos Products Database – Including product images, descriptions and locations 
• Fact Sheets
  • Fact Sheet 1: Working Safely With Asbestos Around The Home 
  • Fact Sheet 2: Safe Practices For Homeowners Repairing Or Removing Small Amounts Of Asbestos Materials
  • Fact Sheet 3: Safe Practices For Rural & Regional Homeowners & Farmers Repairing Or Removing Small Amounts Of Asbestos Materials

TRADEPERSONS

FACT SHEETS FOR TRADIES:  

• T1: 20 Point Safety Check For Tradies
• T2: A Tradie’s Guide To Safe Practices In Managing Asbestos In Residential Properties 

CHECK LISTS FOR TRADIES 

• Instruction Guide: Residential Asbestos Checklist For Tradies – A Trade-person’s Guide to Asbestos Containing Materials in Domestic Properties
• Total Property Checklist – A Total Property Guide To Ensure Tradies Manage Asbestos Safely When Working In Residential Properties
• Blank Checklist Tables For Tradies – Additional tables for checklists if required
• Blank Repair Schedules For Tradies – Additional schedule tables if required

TRADE SPECIFIC CHECKLISTS

• Bricklayers
• Builders
• Building Construction & Civil Construction Workers
• Building Maintenance Workers
• Carpenters, Cabinet Makers & Joiners
• Demolition Workers
• Electricians
• External Cladding Installers
• Fencers
• Gas Fitters
• Heating or Air Conditioning Installers & Maintenance Workers
• Home Handymen
• Insulation Installers
• Kitchen & Bathroom Installers and those removing old kitchens & bathrooms
• Landscapers
• Layers of Floor Covering & Floor Sanders (stripping carpets)
• Painters & Wall-Paperers
• Plumbers & Drainers
• Roof & Guttering Installers
• Solar Panel Installers
• Telecommunications Technicians (installing cabling)
• Tilers

COMMERCIAL & NON-RESIDENTIAL PROPERTIES 

• Asbestos Management Handbook For Commercial & Non-Residential Properties (36 pages)
• Asbestos Register Template
• Model Asbestos Management Plan (AMP) Guide Template
• Asbestos Removal Record Template
• Workers Training Requirements & Records Template
• Model Asbestos Policy For Contractors & Builders Template
• Model Asbestos Management Procedures For Contractors & Builders Template
• C1 Fact Sheet – Unexpected Asbestos, ACM Finds or Incidents Procedures Flow Chart
• C2 Fact Sheet – Unexpected Asbestos Finds or Incidents
• C3 Fact Sheet – Asbestos Management Recommendations & Guidelines
• C4 Fact Sheet – Using PPE & RPE
• C5 Fact Sheet – Roles And Responsibilities For The Management of Asbestos & ACM
• C6 Fact Sheet – 20 Point Safety Check For Contractors, Subcontractors & Workers

NATURALLY OCCURRING ASBESTOS MANAGEMENT TOOLS  

• Naturally Occurring Asbestos (NOA) – Asbestos Management Plan Guide (21 Pages)
• Asbestos Management Plan – Property Risk Assessment (Template)
• Asbestos Management Plan – Site Specific (Template)
• Incident Procedures & Report (Template)
• Workers Training Requirements (Template)
• NOA RPE & PPE – Fact Sheet
• NOA Decontamination – Fact Sheet

2011 – 2017 CAMPAIGN GROWTH

Year-after-year, measurement and evaluation of Insight’s annual multi-faceted campaign demonstrates continued growth and effective extensive brand equity in the AAC through dedicated engagement with media and stakeholders to consistently achieve widespread, high-level media, community and stakeholder participation, nationally.

2011

Insight developed and launched the NSW Think Smart Campaign for Asbestos Awareness Week.  We designed and produced an extensive volume of collateral including the website (33 pages) and community awareness and education resources.  We initiated the partnership with the Asbestos Diseases Research Institute (ADRI) and conducted events and delivered extensive media coverage across Sydney metropolitan area and all 13 NSW regions.

Key Results

• 161 Media clips – Reached 10.75 Million people throughout NSW
  • 66% coverage mentions 5 or more key messages
• New website increased traffic by 122%
• Overall Pageviews increased by 141% – Specific page increases include:
  • Asbestos In The Home – Increased 738%
  • Understanding Asbestos – Increased 763%
  • Disposing of Asbestos – Increased 673%

2012

Insight launched Australia’s first national week-long Don’t Play Renovation Roulette campaign featuring radio, television and print advertising along with newly branded information resources translated in multiple languages.  Insight engaged celebrity ambassadors and designed and built our unique experiential marketing tool, Betty the ADRI House which toured throughout the Sydney metro area.  Insight conducted multiple events and initiated the Blue Lamington Drive fundraising and awareness activities to create education awareness forume in the workplace and generate funds to benefit the ADRI.  A key campaign focus was stakeholder and media engagement achieving a 400% increase in media coverage on the previous year.

Key Results

• 901 Media clips across print, radio, TV, across metropolitan, regional, national and community platforms reached in excess of:
  • Print: 14+ Million Australians
  • TV/Radio: 5.5 Million Australians
• Website had increased:
  • Traffic by 261%
  • Pageviews by 268%
  • Unique visitors by 262%
• Google organic ranking #1 for key search phrases including asbestos in the home and asbestos and renovating.

2013

Insight continued to increase the scope and reach of the campaign through launching National Asbestos Awareness Month.  We engaged new ambassadors, increased website content and developed a new mobile site to be accessible for new technologies.  Again, Insight rolled out numerous events and in NSW, conducted community education tour featuring Betty. We introduced Blue Ribbons, the Asbestos Box for downloads of collateral, The Betty Awards, held a candlelight tribute and lit the Sydney Opera House Blue in memory of people affected by asbestos.  Continuing our focus on stakeholder and media engagement, Insight achieved 1408 media pieces nationally and increased traffic to the website by more than 186% on the previous year.

Key Results

• 1408 Media clips (56% increase) in print, radio, TV (metro, regional, national and community)
• 141 Registered organisations – 90% Councils
• Website
  • Traffic – 186.7% increase on 2012
  • 73,400 Pageviews during November – Campaign month
• Google organic ranking #2 for search phrases ‘asbestos’ – Wikipedia ranked #1
• NSW Parliament Resolution acknowledging the impact of the campaign.

2014

Insight rolled out the second national Asbestos Awareness Month Campaign and continued to engage ambassadors and built on existing stakeholder acquisition to achieve participation by a record number of organisations. Campaign targeting expanded to include tradespersons, asbestosawareness.com.au was redeveloped for enhanced user access, new resources including the 20 Point Safety Check for homeowners and renovators was developed, Betty underwent her first interstate tour throughout Victoria while Insight conducted 34 media events across NSW and Victoria and increased media coverage by a further 14% and traffic to the website by more than 60% throughout the year.

Key Results

• 149% Increase in registered organisations
  • 61% of Australian councils (343) registered participation – 181% increase on 2013
    • 86% of NSW councils participated – 98% increase on 2013
  • 1606 Media pieces across traditional, digital and community platforms – increase of 14%
    • Key stories appeared in Domain, realestate.com.au, MX, Studio 10 and ABC
  • Website:
    • 43% increases in website traffic/session during campaign period
    • 63% increase in visitors during the year
  • Betty travelled 10,343km in 2014 and attended/held 39 events and was praised by international asbestos advocacy groups and lobbyists.

2015

Insight refreshed the campaign slogan with Get to kNOw Asbestos this NOvember.  We redeveloped the website to incorporate Australia’s first online asbestos product database and featured the new Asbestos In Your Home – A Renovators Guide To Managing Asbestos Safely video.  We conducted multiple events while Betty toured Queensland.  Again, the campaign growth saw a record number of stakeholder participation, media coverage and website traffic.  Media coverage achieved 1988 media pieces including A Current Affair and national news coverage across all television networks as well as state-based publications including the Sunday Telegraph.  The campaign also received international recognition in academic journals by Oxford Research Fellow, Tom Douglas.

Key Results

• Media Coverage – Generated 1988 media pieces across traditional, digital and community media platforms – 24% increase on 2014
  • Extensive TV coverage including A Current Affair, TV news on Ten and 7 and News Ltd publications nationally
• 512 registered organisations participated – 35% increase in registered organisations
  • 5% of local governments registered – 34% increase on 2014
  • 91% of NSW councils (138) registered participation
• Social Media:
  • 120 FB posts generated 1300 post interactions reaching 770,928 individual FB users
  • AA FB page was the leading asbestos related Australian page with 1176 FB likes
• Website
  • 106% Increase in website traffic during campaign period
  • 37% Increase in Pageviews totalling 89,556 during campaign period
• Betty travelled 6,500km during her QLD tour and visited 32 council regions over 44 days

2016

Continuing the theme, Get to kNOw Asbestos this NOvember, once again Insight’s campaign exceeded expectations with campaign highlights including increased stakeholder engagement with 100% of councils participating nationally – An Australian First. Insight launched 34 new practical, downloadable resources including Fact Sheets for homeowners and property manager and the world first Healthy House Checklist (Guide) and 28 Tradie guides specific to multiple trades. Betty toured throughout the NT, SA and far west NSW.  Traffic to the website increased by 40.5%, users by 70.8% with download access to campaign resources exceeding 92,200.

Key Results

• 2149 Media pieces up by 8% on 2015 with
  • Traditional media reach (not all statistics available):
    • 5,041,533 – Print media circulation reach
    • 2,290,243 – Broadcast media reach
    • 93,944,689 – Online reach (Meltwater Monitoring Stats)
  • 23% Increase in Social Media coverage with owned Social Media reaching 144,461 organic Post Impressions
  • 48% Increase in FB likes
  • 5% Increase of Social Media Reach, reaching 1,422,516 Australians
  • Website:
    • Locations of website traffic directly reflected media coverage locations
    • 46% Increase in sessions
    • 3% Increase in unique users
    • 8% Increase in duration
  • Downloads of resources exceeded 92,000

2017

In 2017 Insight conducted a campaign rebrand with the slogan, Renovating? Go Slow! Asbestos – It’s A No Go! featuring Asbestos Awareness Ambassador, John Jarratt across all campaign collateral including print, radio, online and out of home advertising platforms. A new Community Service Announcement was produced and distributed. We continued to engage with stakeholders and gain extensive media coverage to drive traffic to the website.  Insight also developed and launched 2 new resource packages for both Naturally Occurring Asbestos and Asbestos In Commercial Properties. Insight also developed the Healthy House Checklist (HHC) App to assist homeowners and property managers to better identify and manage asbestos in homes.  Insight achieved record breaking campaign participation and media reach.  At the time of writing, overall campaign metrics were undergoing collation and evaluation.

ASBESTOS AWARENESS CAMPAIGN SUCCESS

MEDIA REACH 2011 – 2016

From 2011 through until 2016, media coverage achieved includes national television news (all networks) and regional news (NSW, VIC, NT, SA & TAS) as well as print and broadcast media, nationally. The extensive media coverage generated by Insight includes:

• 8,213 Media pieces
• 5 Million opportunities to be seen in Print
• 9 Million opportunities to be seen or heard on TV or Radio

MEDIA EVENTS

Insight developed and managed hundreds of events annually including media launches, Betty events (more than 30 each November) and other major tours and events annually including the Sydney Royal Easter Show (twice) and Betty’s state-wide community tours throughout NSW, VIC, QLD, SA, NT and TAS.

Campaign events include Candlelight Tributes and lighting the Sydney Opera House blue – the international colour for asbestos-related disease (twice) in tributes to victims of asbestos and achieved national and international media coverage.

asbestosawareness.com.au

Launched in November 2011, in 2014 the website had reached capacity. Insight redeveloped the website to incorporate new resources including the online asbestos product database which was the first of its kind in Australia.  As is the case for the campaign, the website continually undergoes development to incorporate new resources and images while consistent media coverage continues to increase traffic.

Between 2011 and 2016 asbestosawarness.com.au the website achieved a total of:

• 1,087,889 Pageviews
• 271,822 Sessions (visits)
• 222,628 Users
• 53% New Visitors

Increased Asbestos Reporting to NSW Government

On 23rd December 2016, figures released by SafeWork NSW confirmed the effectiveness of the campaign over the past five years with reports of asbestos in residential and commercial construction sites almost doubling following the launch of the AA campaign in 2012 and the 2013 launch of the NSW State-Wide Asbestos Plan (a plan to secure the safe management of asbestos in NSW) by the Heads of Asbestos Coordination Authorities. 

In the 12 months leading up to 23 December 2016, SafeWork NSW received 25,065 reports of licensed asbestos and demolition work – up by 94% from 12,942 in 2012.

Increased Licenced Asbestos Removal

Hipages (online marketplace for tradespersons) reported a 32% rise in job requests for licensed asbestos removal in NSW which was linked to a surge in home renovations (renovators are a primary AA Campaign target audience).  In regions where campaign activities and messaging have been embraced by Councils, asbestos removal jobs are increasing by as much as 250% year-after-year.

“The overall increase of jobs this year was most commonly for homes conducting renovations. We can’t keep up. Especially this half of the year (during campaign period), there has been an increase for sure. We are finding a lot of young couples moving into their first home in areas where there are asbestos homes.  There is certainly an awareness of asbestos that people didn’t have before.” Cindy Rahal, operations manager for licensed asbestos removalists, Access Quality Services, The Sydney Morning Herald “Asbestos removal increasing amid NSW renovation boom.” https://goo.gl/ht3rkP   by Lucy Cormack 2016 

Insightful Innovations

In 2012, Insight identified the need to introduce a unique approach to community awareness to better educate the wider community at grassroots level.  Insight developed “Betty – the ADRI House” and launched her in Sydney in November 2012.  So much more than a moving billboard, Betty is a purpose built mobile model house with every component personally sourced and selected by the Insight team to effectively demonstrate all possible areas in an Australian home that may contain asbestos. Insight drives a detailed media engagement strategy around every Betty tour or event to ensure her potentially life-saving message reaches directly into the homes of every community Betty visits. 

When Betty’s on the road or on tour, this proven highly effective communication tool engages media and drives traffic to asbestosawareness.com.au to consistently increase traffic by as much as 190%.

Betty’s success has been far reaching having toured more than 55,000 kilometres throughout NSW, VIC, TAS, QLD, the NT and SA. Driven and maintained by volunteers recruited by Insight, Geoff and Karen Wicks, Betty and her award-winning team have exhibited at more than 200 health and community events, distributed more than 140,000 brochures, engaged with more than 180 councils, 7000 renovation students, 4000 conference delegates and has been the focus of more than 200 media events.

Betty has been internationally recognised, as a leading experiential communication tool for generating widespread community awareness of asbestos.

AWARDS

Insight’s unprecedented campaign has been recognised both nationally and internationally receiving multiple state, national and international peer reviewed industry awards. 

Insight was Australia’s first PR agency to win an AMEC International Communication Effectiveness Award (2014); and, Australia’s first recipients of a Global Alliance COMM PRIX Award (2014).

2014 – INTERNATIONAL ASSOCIATION FOR THE MEASUREMENT & EVALUATION OF COMMUNICATION (AMEC) – AMEC Communication Effectiveness Awards

Bronze: Best Use of Communication Management: Not-for-Profit
Australia’s First PR agency to be shortlisted and to receive an AMEC Award

2014 – GLOBAL ALLIANCE FOR PUBLIC RELATIONS & COMMUNICATIONS MANAGEMENT – World PR Forum COMM PRIX Awards
Public Service Campaign Award of Distinction
Australia’s first finalists and winners

2014 – PRIA NATIONAL GOLDEN TARGET AWARDS
Highly Commended – Government Sponsored – Don’t Play Renovation Roulette – Asbestos Awareness Month 2013

2014 – PRIA NSW AWARDS FOR EXCELLENCE
Highly Commended – Government Sponsored – Don’t Play Renovation Roulette – Asbestos Awareness Month 2013

2013 – PRIA NATIONAL GOLDEN TARGET AWARDS
Winner – Government Sponsored – Don’t Play Renovation Roulette – Asbestos Awareness Week 2012

2013 – PRIA NSW AWARDS FOR EXCELLENCE
Winner – Government Sponsored – Don’t Play Renovation Roulette – Asbestos Awareness Week 2012

2012 – PRIA NSW AWARDS FOR EXCELLENCE
Winner – Government Sponsored – Think Smart Campaign – Asbestos Awareness Week 2011

GOVERNMENT RECOGNITION

Insight’s Asbestos Awareness Campaign has received state, national and international recognition.

2015 – Parliament of NSW: “National Asbestos Awareness Month”  
2013 – NSW Parliament Resolution: “Asbestos Awareness Month”   

2015 – Parliament of Australia:  “Asbestos Awareness Month” 

2015 – Parliament of Australia:  “Asbestos Awareness Month” 

BETTY’S INTERNATIONAL ACCLAIM

Betty’s acclaimed success is unparalleled with both Betty and the Asbestos Awareness Campaign highly endorsed by international leaders in asbestos awareness and advocacy including Ms Laurie Kazan-Allen, the multi-award winning advocate of the International Ban Asbestos Secretariat (UK). http://ibasecretariat.org/lka-asbestos-awareness-down-under.php

SafeWork NSW Awards & Volunteer of the Year Awards

The effectiveness of Betty and her dedicated volunteer crew, Geoff and Karen Wicks, have been recognised, in both the 2017 and 2013 SafeWork NSW Awards.

In 2013, Betty’s crew, Geoff and Karen Wicks were also named Team of the Year, City and East Region in the NSW Volunteer of the Year Awards.

LINKS

SBS – Home Renovators Beware

Channel Ten News

Community Service Announcements

2012 Campaign Overview Video

Presented at the World PR Forum – Madrid 2014

Betty Videos

Testimonials

ASBESTOS EDUCATION COMMITTEE 
Insight Communications did an absolutely phenomenal job in creating and delivering our Asbestos Education Campaign for 2012 including the creation of “Betty – the ADRI House”.

We are delighted to have found an agency that not only listened to our brief but are dedicated and passionate to our cause. The dynamic campaign showed innovation, a real understanding of our needs and a creativity that appealed to our target audience.

Insight certainly exceeded our expectations with a very successful launch and we are very excited about the campaign ahead and continuing our business partnership.

With the contentious history of asbestos in Australia, Insight Communications’ commitment to policies and procedures and respecting essential approval processes within government, particularly where sensitive issues are concerned, has been critical and vital to the overall success of the campaign.

As Chair of the Asbestos Education Committee, I am pleased to endorse Clare and Alice Collins of Insight Communications as having been not only committed to delivering measurable outcomes but ensuring various government departmental requirements and regulations are met without compromise.
Peter Dunphy PSM, Chair Asbestos Education Committee 

ASBESTOS DISEASES RESEARCH INSTITUTE (ADRI)
The Asbestos Diseases Research Institute (ADRI) is a partner in the ‘Think Smart, Think Safe, Think asbestosawareness.com.au – it’s not worth the risk!’ campaign designed and orchestrated by Insight Communications. This campaign urges homeowners, handymen and renovators to learn about the dangers of, and working with, asbestos.

The success of the Insight Communications campaign is reflected in the uptake by local councils, the substantial national TV, radio and print media attention and the informative and user friendly website, asbestosawareness.com.au. We very much hope that increased awareness will eventually result in the translation of a reduction of the incidence of asbestos-related diseases. I would personally like to thank Clare and Alice Collins at Insight Communications for all their hard work and congratulate them on the very successful campaign, especially given the extremely short timeline.
Professor Nico van Zandwijk, Director, Asbestos Diseases Research Institute

CHERIE BARBER – Asbestos Awareness Campaign
I’ve had the great pleasure of working with Alice and Clare Collins for the last three years, since I first became an ambassador for Asbestos Awareness.

Through their PR agency, Insight Communications, Alice and Clare work tirelessly around the clock, to raise awareness about numerous public issues including the dangers of asbestos. Project by project, they pour their heart and soul into everything they do with unbelievable gusto and unwavering commitment and dedication. They take on projects with a high degree of emotional investment, a rare and precious quality that you just don’t find in the business world, today.

Apart from being incredibly efficient, Alice and Clare are a delight to deal with and seriously nice people. They pay attention to the small details and treat everyone with the utmost of respect. Nothing is too much trouble, and they constantly go the extra mile in everything they do. They are the type of people that employers could only dream of having within their organisation.

I’m proud to say I know them both and would recommend this formidable mother and daughter team to anyone.

SERAFINA SALUCCI – Mesothelioma Patient – National Asbestos Awareness Campaign
In 2007 I was diagnosed with mesothelioma, an incurable asbestos related cancer with limited treatment options, with a poor prognosis for anyone diagnosed with it. They say prevention is better than cure, and I cannot think of any other situation that is more relevant than with mesothelioma. To this day, prevention is the closest thing we have to a cure, and this is why asbestos awareness and education is so crucial and important.

I have been in the fortunate position to have been involved with Insight Communications’ Asbestos Awareness Campaign for a number of years and I have worked closely with Clare and Alice on many occasions.

I have the utmost respect and admiration for Clare and Alice. They have always treated me with respect and compassion, and have always been considerate of the challenges I have been going through in regards to my health. Regardless of what was going on during the campaign, they always made sure that I was doing and feeling ok.

They are an excellent example of how a small team can make a huge difference. I have always been impressed with the commitment, hard work, creativity and professionalism that they put into everything they do.

It would be impossible to quantify how many lives the Asbestos Awareness Campaign has saved. It has been a privilege to have been involved in the Asbestos Awareness Campaign and I congratulate Clare and Alice on the continued success of this campaign.

THE LATE CAROL KLINTFALT OAM – Mesothelioma Patient – National Asbestos Awareness Campaign
The benefits that I gained from sharing my story with the media is a feeling of accomplishment. Anywhere, anytime, if I can, I will spread the word of the dangers of asbestos in our society and having been diagnosed with Mesothelioma from exposure to asbestos I feel very angry, very disillusioned for what has happened to me and my family. Everyone should learn about the dangers. Forget about “this won’t happen to me”, it can happen to anyone. I will stand on an orange box anytime and talk about the dangers and my story. It gives me a sense of self satisfaction that I am able to give something back and hopefully do something positive to help others from not going through what I have gone through.

I have found Clare Collins an absolute delight to deal with. It is often said “that you don’t know what it feels like unless it happens to you” but Clare’s passion for the cause is quite extraordinary. That goes also for her lovely daughter Alice and all the other kind people that work on the Insight team. They have all demonstrated great sensitivity towards me and all seem very passionate about the cause.

DON BURKE – Asbestos Awareness Campaign
Clare Collins contacted me in October 2012 and asked if I would be an Ambassador for Asbestos Awareness. It was obviously something close to Clare’s heart and I readily agreed to become an ambassador.

Clare and Alice then organised a number of events and on every occasion a significant amount of relevant information was supplied to me which was extremely detailed and very useful when promoting the cause. The attention to detail on every occasion – whether appearances at events, radio or television segments – was extremely professional and impressive.

Introductions to the research team working on trying to find a cure for mesothelioma were made by Clare and Alice and these were of great importance to me in getting a better idea of where things were at in this search for a cure.

The thing that struck me the most in liaising with Clare and Alice was the great care they always showed for any sufferers of the disease that they were in touch with.

My relationship with Clare and Alice has been one of great professionalism and Insight Communications deserve every one of the many awards they have received.