Sydney creative agency Cabana Boys has marked its fourth birthday with a new client win, taking on a brief to raise public awareness about the risks of exposure to asbestos during home renovations.
The agency was awarded the business for the Asbestos Education Committee, a joint committee made up of WorkCover NSW, the Australian Council of Trade Unions and James Hardie Industries, after a competitive pitch.
The campaign will comprise TV, community radio, print, the website asbestosawareness.com.au, an experiential roadshow and PR, which is being handled by Insight Communications.
Insight Communications MD Clare Collins said: “People just don’t realise how much asbestos is out there and that it’s highly likely to be somewhere in their home – even if it’s made of brick or timber. The education campaign aims to minimise what is considered the ‘Third Wave’ of asbestos related diseases so we’ve developed a strategy that will help people realise asbestos is there, where they can find information about managing it and, if they encounter it while renovating, that it’s definitely not something to DIY. The risks are just too great.”
The campaign will kick off around Asbestos Awareness week in November.
According to the AEC, almost every home in Australia built or renovated before 1985 is likely to have asbestos in it.