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Asbestos Awareness Week – NSW 2011

Australia has one of the highest incidences of asbestos-related diseases in the world because Australia was among the highest consumers of asbestos cement products per capita prior to 1987.  With 1 in every 3 Australian homes containing asbestos in some form or another, in 2011 Insight was engaged to develop a state-wide asbestos awareness and education campaign targeting homeowners and renovators.

Insight researched the status of the asbestos awareness message and existing website recommending a complete redevelopment of the brand and website to make it more informative and easily accessible to homeowners and renovators.  With a three week lead-time to develop and deliver the entire campaign and ensure wide-spread media coverage, the challenges were extensive.

Insight’s ‘Think Smart’ campaign reached more than 10.75 million Australians via 161 media pieces covering every region across NSW and the Sydney metropolitan area.  Together, with seven national media stories Insight drove traffic to the newly launched website asbestosawareness.com.au increasing page views by as much as 738%.