National Asbestos Awareness Campaign

We have wrapped up the National Asbestos Awareness Campaign (NAAC) for the 2022-23 financial year, which ran across two phases – 20 November – 23 December 2022 and 12 March – 22 April 2023. 

As the first national asbestos awareness campaign of this scale to be delivered in Australia, the paid media and creative for both phases performed strongly, exceeding Australian Government benchmarks across all channels. 

Campaign materials were displayed more than 65 million times across video, digital display and social media.

Of note, culturally and linguistically diverse (CALD) audiences targeted with translated advertising were highly engaged with the campaign. The web page containing the translated factsheets was listed as the top-viewed web page during both phases, with 9,000 unique page views in phase one an 11,000 unique page views in phase two.

Additionally, during both phases of the campaign our hotline saw an increased number of calls, and there was significantly higher engagement on our website with an increase of up to 103% in user visits compared to the same periods in previous years. 

An evaluation report is currently being drafted for publication on our website and will be shared with stakeholders once it is finalised. 

Thank you for your partnership and support of the campaign - through our combined efforts we have reached millions of Australians. 

Continue using the campaign materials 

Let’s continue to work together to reach even more Australians so we can prevent them from being exposed to dangerous asbestos fibres. You can continue to use the campaign assets (download the resources here) and distribute them on your platforms and channels throughout the year.  

Information on the National Asbestos Awareness Campaign for the 2023-24 financial year, and National Asbestos Awareness Week 2023 will be shared once available.