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Asbestos campaign

What do you think you know about asbestos? What do you actually know? These were the questions Worksafe wanted to put to tradespeople. The aim of the campaign was to raise awareness and prevent exposure by educating people on the lesser known areas asbestos is found.

Inspired by the viral internet trend ‘faces in things’, the creative strategy of this campaign was to build an engaging conversation starter which could be spread by the audience.

Most tradies aren’t fully aware of the high number of asbestos containing materials that are still lurking in surprising places. A dark and sinister mood was used in the imagery to represent the hidden dangers – Asbestos Lurks.

The campaigns reach was expanded by various stakeholders around the nation. Who were supplied with clear usage guidelines and assets.

Sinister face in Asbestos roofing


The exceptional success of the campaign can be measured with 5.5 million impressions reaching over 3 million people, and significant increases in website page views (47%), unique visitors (40%) and overall engagement with the online tool (71%) compared to the previous year’s campaign.

Feedback suggests the engaging visuals and clear messaging powered these achievements.

Mobile screens of Instragram stories
Stakeholder packs