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Asbestos Awareness Week – National 2012

Insight’s Asbestos Awareness Week campaign is a national and international multi-award winning campaign launched in Sydney NSW in 2012. Working with limited budget to alert but not alarm homeowners about the dangers of asbestos when renovating, the campaign aimed to deliver greater local government participation and extensive national media coverage to drive traffic to asbestosawareness.com.au.

With 118 days lead-time, Insight conducted research and engaged with stakeholders including governments (all levels), support groups, relevant industry bodies, utilised celebrity ambassadors and developed Australia’s first asbestos experiential education tool, Betty.  

To advance understanding of the dangers of asbestos in and around homes and educate homeowners on how to manage asbestos safely, Insight achieved a 118% increase in NSW Local Government participation, increased traffic to the website by more than 260% and achieved a 400% increase on media coverage from the previous year providing more than 18.5 Million opportunities to be seen and heard across Australia.

Since 2012, Insight has continued to build on this success when delivering the national Asbestos Awareness Month Campaign by consistently increasing media coverage, community and stakeholder engagement, education and awareness among homeowners and tradespersons and developing new resources year-after-year including for 2013,14,15,16 and 2017.