Asbestos is the UK’s biggest single cause of work-related mortality, accounting for 4,000 deaths a year. HSE research revealed that many tradesmen didn’t think they were in danger, as the substance was banned in 2000; yet the risk of exposure is still high. If asbestos is disturbed by being drilled or cut, then microscopic fibres get into workers’ lungs and can’t be breathed or coughed out. The HSE calculates that by 2013 some 5,000 people in Britain will die every year from exposure; that’s nearly twice the number of people killed in road accidents.We were asked to raise awareness of Asbestos risks by generating demand for HSE’s information pack. We made a health message relevant with a football analogy, i.e. if 20 Premiership players died every week, the league would be wiped out in three months. Footballer and ex-construction site worker Ian Wright was used as campaign ambassador.The broadcast coverage included multiple hits on BBC Breakfast, GMTV, BBC Radio 1 & 5, TalkSport and BBC1’s lunchtime news lead feature. The Sun ran an exclusive campaign launch interview with Ian Wright and the campaign generated a 1000% increase in enquiries to HSE and a 253% increase in website visits (69k).

Our campaign was devised around a high profile celebrity spokesperson (Ian Wright) and partnership with a charity. The British Lung Foundation, the only UK charity working for everyone affected by lung disease, gave us access to medical key opinion leaders and mesothelioma sufferers and their families.An exclusive feature was secured with Ian Wright in The Sun health pages and interviews ran on BBC Breakfast, BBC radio stations and GMTV.A photocall to national photographers, Ian Wright and HSE Chair, Judith Hackitt, launched the campaign to the national press. Ian also pre-recorded a video, which was made available for the media to download.

A press conference in the nearby HSE headquarters followed. Hosted by TV doctor Dr Hilary Jones, it featured moving testimonies from mesothelioma sufferers and their families.Media outreach was extended to all national news and health journalists who could not attend the launch.

The dedicated Asbestos Infoline received 12,744 enquiries from the period 13 October to 21 November 2008 verses 1,274 enquiries for the same period in 2007.The Asbestos website had 68,982 visits and 460,860 page requests for the period 13 October - 10 November 2008, verses 27,218 and 68,974 respectively in 2007.• 253% increase in website visits.• 668% increase in page requests.

Broadcast coverage included: multiple hits on BBC Breakfast, BBC News and GMTV. National press coverage was secured with an exclusive in The Sun and The Sun Online. Coverage ran on over 100 websites.We worked in conjunction with The Central Office of Information to adapt the campaign template for regional activity. The subsequent coverage exceeded 200 hits.HSE was impressed with the campaign results and described it as “one of the most successful campaigns carried out, with high recognition scores internally and externally”.