Stakeholder
Campain Pack
National Asbestos Awareness Week 2021National Asbestos Awareness Week 2021
'We’ve got campaigns to ensure people don’t go out in the sun, expose
themselves to the sun for fear that they might get melanoma or skin cancer.
This is no different. We must inform the community about where asbestos is
located, what it looks like, what the dangers are.’
Bruce Barbour, former NSW Ombudsman, ABC 7.30 Report, 17 November 2010.
ASBESTOS AWARENESS WEEK 2021
Campain overview
Asbestos is still present in millions of homes, as well as public and commercial buildings across Australia.
In homes built before 1990, asbestos can still be found anywhere. This affects 1 in 3 homes nationwide.
This year’s National Asbestos Awareness Week (22-28 November 2021) campaign asks Australians to
Think Twice About Asbestos. The campaign challenges complacency by reminding home renovators
and tradespeople that the danger of asbestos is far from over.
The aim of the campaign is to raise awareness amongst the public and key trades about the health
risks associated with exposure to asbestos fibres, where asbestos products can be found and prompt
behavioural change – to contact a licensed asbestos professional.
Purpose of this stakeholder campain pack
The purpose of this stakeholder pack is to achieve a consistent national campaign during National
Asbestos Awareness Week (NAAW). It provides an opportunity to push out nationally consistent
awareness messages across the Australian community.
The stakeholder pack includes:
• A collection of communication assets for stakeholders to distribute through their communication
and marketing channels.
» The assets are editable, and stakeholders can add their logo and website address in place
of the Asbestos Safety and Eradication Agency logo and website.
» All files are supplied as working design files (Adobe InDesign templates, JPEGs and PDFs).
• A media strategy provides recommended channels and timeframes for the implementation of
the stakeholder pack assets.
CONTACT US
If you need any assistance or wish to check any of the
information provided, please get in touch with the
Asbestos Safety and Eradication Agency.
ASEA Communications Team
e. events@asbestossafety.gov.au
or call Tamsin Lloyd 0448 006 391
Campaign Introduction
1
Stakeholder Campaign Pack
Stakeholder pack contents
01 | Written assets 2
Fact sheet 3
Asbestos location diagram 4
Media release templates 5
Letter to the editor 6
Mayoral Minute / Council Motion 7
eDM banner 8
Newsletter copy – DIY 9
Newsletter copy – Tradespeople 10
02 | Print assets 11
Poster – DIY 12
Poster – Tradespeople 13
Press ad (full page) 14
Press ad (half page) 15
03 | Diital assets 16
Facebook carousel – DIY 20
Facebook carousel – Tradespeople 21
Social media posts – DIY 22
Social media posts – Tradespeople 27
Digital ads – DIY 33
Digital ads – Tradespeople 34
04 | Media stratey 35
2
Stakeholder Campaign Pack
Communication Assets
01 | Written assets
Fact sheet
Asbestos location diagram
Media release templates
Letter to the editor
Mayoral Minute / Council Motion
Newsletter / eDM banner
Newsletter copy – DIY
Newsletter copy – Tradespeople
Source: Newgate Research for ASEA 2020.
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Source: Newgate Research for ASEA 2020.
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Communication Assets
3
Stakeholder Campaign Pack
FORMAT
Print-ready PDF and InDesign file.
DESCRIPTION
The fact sheet provides facts on the current asbestos
situation in Australia, research into DIY and the
location of asbestos inside and outside the home.
FILE NAME
NAAW21_01_A4 fact sheet
WRITTEN ASSETS
Fact sheet
Communication Assets
4
Stakeholder Campaign Pack
FORMAT
Print-ready PDF, EPS, InDesign file.
DESCRIPTION
The location diagram depicts the common locations of
asbestos in the home. It is an accompaniment to the fact sheet.
FILE NAME
NAAW21_01_A4 asbestos locations diagram
WRITTEN ASSETS
Asbestos location diaram
Media Contact: [Name/ Title]
For release 9am, 22 November 2021.
P: [Phone number]
E: [Email address]
Media release
[Insert date / XX November 2021]
National Asbestos Awareness Week 2021: Think twice about asbestos,
it’s in 1 in 3 homes.
This year’s National Asbestos Awareness Week (22-28 November) campaign asks Australians
to Think Twice About Asbestos. The campaign challenges complacency by reminding home
renovators and tradespeople that the danger of asbestos is far from over.
Asbestos is still present in millions of homes, as well as public and commercial buildings,
across Australia.
In homes built before 1990, asbestos can still be found anywhere. This affects 1 in 3
homes nationwide.
[Insert organisation name] is one of hundreds of organisations working towards an Australia
free of asbestos-related diseases.
“For anyone who thinks asbestos-related diseases are a thing of the past, think again.
Asbestos is still causing cancer in Australians.” [Insert Title, Name, Organisation] said.
“Every year in Australia, there are an estimated 4,000 deaths from past exposure to
asbestos. That’s one of the highest death rates of asbestos-related diseases in the world,”
said [Insert Title / Name].
“Whether its DIYers doing small or large jobs around the house, or tradies on a residential
worksite, the Think Twice About Asbestos campaign reminds them of the dangers of
damaged, disturbed or deteriorated asbestos.”
By preventing exposure to asbestos fibres, asbestos-related diseases can be eliminated.
“With more Australians having more time for DIY during the COVID-19 pandemic, we need to
tell them how to be safe around asbestos.” said [Insert Title / Name].
“If you're considering DIY renovations and maintenance, 'Get in the know, take it slow
and get a pro’.”
“People working on homes built before 1990 can stay safe if they know where asbestos is,
if they don’t disturb or damage it, and if they seek professional help to locate, manage or
remove it.”
The National Asbestos Awareness Week campaign promotes the role of licensed asbestos
professionals for both home renovators and tradespeople.
“Even tradies need to call a licensed asbestos professional if they don’t have the equipment,
skills, training or licence to handle asbestos.” said [Insert Title / Name].
Further information is available at [website]
Media Contact: [Name/ Title]
For release 9am, 22 November 2021.
P: [Phone number]
E: [Email address]
Media release for event
[Insert date / XX November 2021]
[Insert organisation] calls on community to think twice about asbestos.
Today [insert organisation] is [insert succinct event description] in [location]. The event
is part of National Asbestos Awareness Week (22-28 November 2021) with the theme
“Think Twice About Asbestos”.
Asbestos is still present in millions of homes, as well as public and commercial buildings,
across Australia.
In homes built before 1990, asbestos can still be found anywhere. This affects 1 in 3
homes nationwide.
[Insert organisation name] is one of hundreds of organisations working towards an Australia
free of asbestos-related diseases.
“For anyone who thinks asbestos-related diseases are a thing of the past, think again.
Asbestos is still causing cancer in Australians.” [Insert Title, Name, Organisation] said.
“Every year in Australia, there are an estimated 4,000 deaths from past exposure to
asbestos. That’s one of the highest death rates of asbestos-related diseases in the world,”
said [Insert Title / Name].
“Whether its DIYers doing small or large jobs around the house, or tradies on a residential
worksite, the Think Twice About Asbestos campaign reminds them of the dangers of
damaged, disturbed or deteriorated asbestos.”
By preventing exposure to asbestos fibres, asbestos-related diseases can be eliminated.
“With more Australians having more time for DIY during the COVID-19 pandemic, we need to
tell them how to be safe around asbestos.” said [Insert Title / Name].
“If you're considering DIY renovations and maintenance, 'Get in the know, take it slow
and get a pro’.”
“People working on homes built before 1990 can stay safe if they know where asbestos is,
if they don’t disturb or damage it, and if they seek professional help to locate, manage or
remove it.”
The National Asbestos Awareness Week campaign promotes the role of licensed asbestos
professionals for both home renovators and tradespeople.
“Even tradies need to call a licensed asbestos professional if they don’t have the equipment,
skills, training or licence to handle asbestos.” said [Insert Title / Name].
Further information is available at [website]
Communication Assets
5
Stakeholder Campaign Pack
FORMAT
Word doc.
DESCRIPTION
This media release template can be updated and sent
with stakeholder organisation details to raise awareness
of NAAW 2021 amongst local media outlets. Two templates
are available one general and one for an event (i.e. asbestos
information events, launch events).
FILE NAME
NAAW21_01_A4 media release template
WRITTEN ASSETS
Media release templates
Contact: [Name/ Title]
P: [Phone number]
E: [Email address]
Dear [editor],
This year’s National Asbestos Awareness Week (22-28 November 2021) campaign asks
Australians to Think Twice About Asbestos.
Asbestos is still present in millions of homes, as well as public and commercial buildings,
across Australia. In homes built before 1990, asbestos can still be found anywhere. This
affects 1 in 3 homes nationwide.
During the COVID-19 pandemic, the rate of DIY renovations and home improvements has
increased, and so too has the risk of exposure to asbestos.
Sadly, every year in Australia, an estimated 4,000 people die from asbestos-related diseases
because of past exposure to asbestos.
This is why we are asking everyone to stay safe, by taking these simple steps. Firstly, to
‘get in the know’ by finding out where asbestos can be. Second, to ‘take it slow’ and not
disturb or damage asbestos. And, at any point during home improvements, to ‘get a pro’.
A licensed asbestos professional can locate, manage or remove asbestos from a renovation.
By preventing exposure to asbestos fibres, asbestos-related diseases can be eliminated.
We’re encouraging everyone, including tradies, to find out more about staying safe around
asbestos at our website [website URL].
Yours sincerely,
[Insert name and organisation]
Communication Assets
6
Stakeholder Campaign Pack
WRITTEN ASSETS
Letter to the editor
FORMAT
Word doc.
DESCRIPTION
The letter to the editor provides a editable template for
distribution to local media and industry publications. It aims to
raise awareness of NAAW, local asbestos issues and what action
needs to be taken to reduce asbestos risk.
FILE NAME
NAAW21_01_Letter to the editor
Mayoral Minute or Council Motion
National Asbestos Awareness Week 2021
Recommendation
1. That <Council> notes that there is a large amount of asbestos still present in
Australian homes, workplaces and the built environment. Nationwide, 1 in 3 homes
contain asbestos.
2. That <Council> notes that exposure to asbestos fibres can cause cancer. There is no
known safe minimum level of exposure to asbestos fibres.
3. That <Council> notes that do-it-yourself (DIY) renovation or home maintenance
activities exposes many people to asbestos fibres, often without them even knowing.
Asbestos can be found anywhere in homes built before 1990 — including kitchens,
bathrooms, roofs, eaves, under flooring and in out buildings.
4. That <Council> notes that we should encourage our community to ‘Think twice about
asbestos’ and to encourage residents undertaking renovations or home maintenance
to ‘Get in the know, Take it slow, Get a pro.’
5. That <Council> notes the likelihood of asbestos-containing materials being improperly
disposed of in household ‘red bins’ when residents are unaware of asbestos.
6. That <Council> agrees to participate in
National Asbestos Awareness Week 2021 and
engage in key awareness-raising activities throughout the campaign period (22-28
November) including: <a press release from Council to the local paper, promoting
asbestos awareness on social media, and promoting the week in our e-newsletter.>
7. That <Council> reviews and, if necessary, revises its policies and public information
regarding asbestos, to ensure it is providing the most up to date information, as
provided by state and federal governments and local government associations.
Report
I am calling on Councillors to support National Asbestos Awareness Week 2021
– ‘Think Twice About Asbestos’.
The aim of the campaign is to raise awareness amongst the public and key trades about
the health risks associated with exposure to asbestos fibres, where asbestos products can
be found and to encourage the use of licensed asbestos professionals.
Asbestos is still present in millions of homes — 1 in 3 nationwide — as well as public and
commercial buildings. In homes built before 1990, asbestos can be found anywhere.
Many of us consider asbestos to be an old issue, confined to workplaces. But large amounts
of asbestos-containing materials are still present in Australian homes, workplaces and the
environment. Australia was the highest user of asbestos per capita in the world prior to it
being fully banned in 2003.
Consistent research shows that Australians are unaware of how prevalent asbestos is, where
it might be found, and how to protect themselves from exposure. Worryingly, many
Australians doing DIY or home maintenance believe they are doing it safely, but may not be
wearing the correct personal protective equipment or taking safety precautions to prevent
exposure to asbestos.
An estimated 4,000 people die annually from asbestos-related diseases – triple the annual
road toll.
The Australian Government Asbestos Safety and Eradication Agency’s (ASEA) research shows
that even amongst targeted trades (for example, construction workers, electricians and
plumbers), awareness is low regarding where asbestos can be and what to do to stay safe.
During 2020 and 2021, when Australians have been spending more time in their homes due
to the COVID-19 pandemic, research shows that more Australians than ever are undertaking
DIY work, renovations and minor maintenance around the home.
Research undertaken by ASEA shows that asbestos is not thought of as a risk when planning
or undertaking DIY or maintenance work, despite 1 in 5 DIYers having had contact with it in
the past. This suggests that most people are either handling it without knowing or handling it
in an unsafe manner. Additionally, a third of DIYers admit to disposing of asbestos
inappropriately and the majority do not feel confident managing the risks.
Councils are highly engaged with the community at various points in the home improvement
journey. Therefore, Council is in the unique position to provide awareness materials to the
public, advising them to be aware of where asbestos might be located, and to call a licensed
asbestos professional.
I am recommending therefore that <Council> participate in National Asbestos Awareness
Week 2021 and also examine what we as a Council can do locally to further raise awareness
to ensure residents are not exposed to asbestos.
Communication Assets
7
Stakeholder Campaign Pack
FORMAT
Word doc.
DESCRIPTION
The Mayoral Minute / Council Motion template can be updated
with local council details for submission to Council meetings.
FILE NAME
NAAW21_01_Mayoral Minute_Council Motion
WRITTEN ASSETS
Mayoral Minute / Council Motion
FORMAT
JPEG and Photoshop file.
DESCRIPTION
This banner can be used as a header for an eDM
newsletter (i.e. MailChimp) to provide campaign brand
consistency and accompany the supplied newsletter copy.
FILE NAME
NAAW21_01_eDM banner
WRITTEN ASSETS
eDM banner
Communication Assets
8
Stakeholder Campaign Pack
VISUAL COPY
Asbestos is still in 1 in 3 homes across Australia.
If your home was built before 1990, asbestos can still be found anywhere inside
or outside the house.
It was used in thousands of building materials at the time and becomes dangerous
if damaged, disturbed or deteriorated.
<Button: www.asbestossafety.gov.au/find-out-about-asbestos/asbestos-home>
Find out where asbestos can be in your home.
Because asbestos causes cancer, National Asbestos Awareness Week
(22-28 November 2021) reminds home renovators that the danger of asbestos
is far from over.
To protect yourself, your family, friends, and community – we’re asking you to
Think Twice About Asbestos when doing home renovations or maintenance.
To stay safe fixing up your place, follow these simple steps.
1. Get in the know.
Find out whether your home was built or renovated before 1990. Asbestos was
used in thousands of building materials at the time.
2. Take it slow.
Don’t damage or disturb asbestos materials. This can release dangerous asbestos
fibres into the air.
3. Get a pro.
Know your limits. Contact a licensed asbestos professional for advice on where
it’s located, and on how to manage or remove it.
<Icon>
Every year in Australia, there are an estimated 4,000 deaths from
asbestos-related diseases. This includes lung cancer and mesothelioma
due to past exposure to asbestos.
By preventing exposure to asbestos fibres, asbestos-related diseases
can be eliminated.
<Button: Link to website> Find out more
Example of an eDM banner and newsletter copy in bulk email
program template.
Communication Assets
9
Stakeholder Campaign Pack
FORMAT
Word doc.
DESCRIPTION
The newsletter copy raises awareness of the prevalence of
asbestos in Australian homes and the simple steps to take
to stay safe when doing home renovations or maintenance.
The newsletter copy can be sent via a bulk email program
(accompanied by the eDM banner) or published in a company
newsletter (accompanied by the full page or half page press ad).
FILE NAME
NAAW21_01_DIY newsletter copy
WRITTEN ASSETS
Newsletter copy – DIY
VISUAL COPY
In 2021, asbestos is still a present danger when you’re working on older houses.
In fact, it shows up in 1 in 3 homes across Australia.
This National Asbestos Awareness Week, we’re reminding you to
Think Twice About Asbestos. Because it’s still in millions of homes and
still causing cancer in Australians.
Being aware of asbestos safety is an ongoing responsibility.
<Button: Link to website> Find out more
To stay safe at a job, follow these simple steps.
1. Check up.
If the home was built or renovated before 1990, know what you
need to do to be safe. Consider calling a licensed asbestos professional.
2. Gear up.
Asbestos is in a third of all homes. Before starting work, protect
yourself with the right equipment including the right mask.
3. Clean up.
Leave the site clean and dispose of asbestos waste at a
licensed facility. Fines apply for not doing the right thing.
<Icon>
Every year in Australia, an estimated 4,000 people die from past
exposure to asbestos.
[Insert organisation name] is one of hundreds of organisations working towards
an Australia free of asbestos-related diseases. This includes life-threatening
diseases including mesothelioma and lung cancer.
Work health and safety (WHS) laws prohibit work involving asbestos, apart
from specific circumstances where strict safety rules are required to be followed,
including the right Personal Protective Equipment. The law may also prevent you
from removing asbestos yourself.
<Button: Link to website> Check the rules
Example of an eDM banner and newsletter copy in bulk email
program template.
Communication Assets
10
Stakeholder Campaign Pack
FORMAT
Word doc.
DESCRIPTION
The newsletter copy raises awareness of the prevalence of
asbestos in Australian homes and the simple steps to take to
stay safe at a job. The newsletter copy can be sent via a bulk
email program (accompanied by the eDM banner) or published
in a company newsletter (accompanied by the full page or half
page press ad).
FILE NAME
NAAW21_01_Trades newsletter copy
WRITTEN ASSETS
Newsletter copy – Tradespeople
11
Stakeholder Campaign Pack
Communication Assets
02 | Print assets
Poster – DIY
Poster – Tradespeople
Press ad (full page)
Press ad (half page)
Communication Assets
12
Stakeholder Campaign Pack
FORMAT
Print-ready PDF and InDesign files.
DESCRIPTION
This poster provides information DIYers need to know to
keep safe from asbestos, in three steps. It links to the ASEA or
stakeholder organisation website for more detailed information.
FILE NAME
NAAW21_01_DIY A4 poster
PRINT ASSETS
Poster – DIY
Communication Assets
13
Stakeholder Campaign Pack
PRINT ASSETS
Poster – Tradespeople
FORMAT
Print-ready PDF and InDesign files.
DESCRIPTION
This poster provides information tradespeople need to know to
keep safe from asbestos, in three steps. It links to the ASEA or
stakeholder organisation website for more detailed information.
FILE NAME
NAAW21_01_Trades A4 poster
Communication Assets
14
Stakeholder Campaign Pack
FORMAT
Print-ready PDF and InDesign files.
DESCRIPTION
The full page press ad is designed to raise awareness of the
prevalence of asbestos in Australian homes amongst DIY and
tradespeople, linking them to ASEA or stakeholder website for
more information.
FILE NAME
NAAW21_01_Full page press ad
PRINT ASSETS
Press ad (full pae)
Communication Assets
15
Stakeholder Campaign Pack
FORMAT
Print-ready PDF and InDesign files.
DESCRIPTION
The half page press ad is designed to raise awareness of the
prevalence of asbestos in Australian homes amongst DIY and
tradespeople, linking them to ASEA or stakeholder website for
more information.
FILE NAME
NAAW21_01_Half page press ad
PRINT ASSETS
Press ad (half pae)
16
Stakeholder Campaign Pack
Communication Assets
03 | Diital assets
Facebook carousel – DIY
Facebook carousel – Tradespeople
Social media posts – DIY
Post 1 – 5
Social media posts – Tradespeople
Post 1 – 6
Digital ads – DIY
Digital ads – Tradespeople
SOCIAL MEDIA OVERVIEW
Social media uide
The following pages provide pre-prepared social media posts,
including images and copy to upload to your organisations' social
media channels. The links below provide instructions on publishing
campaign posts and advertisements on social media.
Share and manage posts on Facebook
https://www.facebook.com/help/1640261589632787
Create a banner ad campaign via Google Display Network
https://ads.google.com/intl/en_au/home/campaigns/display-ads/
Create a carousel ad in Facebook Ads Manager
https://www.facebook.com/business/help/1375829326076396?id=563305920700338
Create a page post in Facebook Ads Manager
https://www.facebook.com/business/help/357923380922077
Recommended hashtags
Campaign
#thinktwiceaboutasbestos #asbestosawarenessweek #asbestoslurks #asbestos #asbestosremoval
#asbestostesting #asbestossafety #beasbestosaware
DIY
#renovation #homeimprovement #homerenovation #renovationlife #renovationideas
#kitchenrenovation #bathroomrenovation #diy #design #doityourself #interiordesign
#architecture #instagood #diyproject #theblock #bunnings #mitre10 #diytutorial #lovediy
Tradespeople
#tradesmen #construction #plumber #tradies #electrician #builder #tradeswomen #plasterer
#carpentry #maintenance #roofer
17
Stakeholder Campaign Pack
Communication Assets
PAID PLACEMENTS
Social media uide
A.
B.
A.
C.
C.
D.
D.
B.
18
Stakeholder Campaign Pack
Communication Assets
EXAMPLE OF A FACEBOOK
PAID PLACEMENT
– SHARED POST
EXAMPLE OF A FACEBOOK
PAID PLACEMENT
– CAROUSEL
PAID PLACEMENTS POST KEY
A. Post caption B. Supplied visual C. Headline D. Description
19
Stakeholder Campaign Pack
Communication Assets
SOCIAL MEDIA PLACEMENTS
Social media uide
SOCIAL MEDIA PLACEMENTS POST KEY
A. Caption B. Supplied visual
EXAMPLE OF A FACEBOOK /
INSTAGRAM STORIES POST
Visual safe area
EXAMPLE OF
A FACEBOOK
POST
EXAMPLE
OF AN
INSTAGRAM
POST
A.
B.
B.
A.
B.
Communication Assets
20
Stakeholder Campaign Pack
FORMAT
x3 JPEG tiles and Photoshop file.
DESCRIPTION
These ads are designed to raise awareness that asbestos is
present in Australian homes and to keep safety steps top of
mind. The ads link to the ASEA or stakeholder website for
more information.
FILE NAME
NAAW21_01_DIY Facebook paid placement carousel_1080x1080
PAID SOCIAL PLACEMENTS
Facebook carousel – DIY
POST 1  COPY
POST 1  VISUALS
Facebook paid placement carousel caption:
Fixing up your place? Think twice about asbestos safety.
Headline: Find out more at asbestossafety.gov.au.
Description: Be asbestos aware
PAID SOCIAL PLACEMENTS
Facebook carousel – Tradespeople
NAAW21_01_Trades Facebook paid placement carousel_1080x1080
Communication Assets
21
Stakeholder Campaign Pack
POST 1  COPY
POST 1  VISUALS
Facebook paid placement carousel caption:
Going to a job? Think twice about asbestos safety.
Headline: Find out more at asbestossafety.gov.au.
Description: Be asbestos aware
FORMAT
x3 JPEG tiles and Photoshop file.
DESCRIPTION
These ads are designed to raise awareness that asbestos is
present in Australian homes and to keep safety steps top of
mind. The ads link to the ASEA or stakeholder website for
more information.
FILE NAME
Communication Assets
22
Stakeholder Campaign Pack
FORMAT
x3 JPEG tiles and Photoshop files.
DESCRIPTION
Social media content will be posted proactively during NAAW
2021. Social media posts deliver awareness and education
messages to the DIY (general public) and tradespeople target
audiences. Posts include both image and caption.
FILE NAME
NAAW21_01_DIY Facebook Instagram stories_1080x1920
NAAW21_01_DIY Facebook Instagram post_1080x1080
NAAW21_01_DIY Facebook paid placement_1200x628
POST 1  COPY
Facebook / Instagram post caption:
National Asbestos Awareness Week begins
today. This year, we’re asking you to think
twice about asbestos. Asbestos causes
cancer and is still in 1 in 3 Aussie homes.
Prevent the risk of exposure to asbestos
and find out how to be safe.
Before you start any work around the house,
check if your home was built before 1990. If
so, it can contain asbestos.
Asbestos can be in many locations including
external and internal walls, bathrooms,
toilets and laundries, kitchens, roofs, fences,
and garages. Don’t risk your health or
someone else’s by disturbing asbestos.
Call a licensed asbestos professional if you
aren’t trained to locate, manage or remove it.
Find out more at our website.
Facebook paid placement caption:
Fixing up your place? Don’t damage
or disturb asbestos materials.
Headline: Think twice about asbestos.
Description: asbestossafety.gov.au
POST 1  VISUALS
DIGITAL ASSETS
Social media posts – DIY
Facebook paid placement
Facebook / Instagram postFacebook / Instagram stories
Communication Assets
23
Stakeholder Campaign Pack
FORMAT
x3 JPEG tiles and Photoshop files.
DESCRIPTION
Social media content will be posted proactively during NAAW
2021. Social media posts deliver awareness and education
messages to the DIY (general public) and tradespeople target
audiences. Posts include both image and caption.
FILE NAME
NAAW21_02_DIY Facebook Instagram stories_1080x1920
NAAW21_02_DIY Facebook Instagram post_1080x1080
NAAW21_02_DIY Facebook paid placement_1200x628
POST 2  COPY
Facebook / Instagram post caption:
Think twice about asbestos. Asbestos
causes cancer.
To prevent breathing in dangerous asbestos
fibres, always get a licensed asbestos
professional to check for asbestos before
starting work on homes built before 1990.
Find out more at our website.
Facebook paid placement caption:
Fixing up your place? Don’t damage
or disturb asbestos materials.
Headline: Think twice about asbestos.
Description: asbestossafety.gov.au
POST 2  VISUALS
DIGITAL ASSETS
Social media posts – DIY
Facebook paid placement
Facebook / Instagram postFacebook / Instagram stories
Communication Assets
24
Stakeholder Campaign Pack
FORMAT
x3 JPEG tiles and Photoshop files.
DESCRIPTION
Social media content will be posted proactively during NAAW
2021. Social media posts deliver awareness and education
messages to the DIY (general public) and tradespeople target
audiences. Posts include both image and caption.
FILE NAME
NAAW21_03_DIY Facebook Instagram stories_1080x1920
NAAW21_03_DIY Facebook Instagram post_1080x1080
NAAW21_03_DIY Facebook paid placement_1200x628
POST 3  COPY
Facebook / Instagram post caption:
Think twice about asbestos. It can still be
found in many places.
Around the home, this includes external
and internal walls, bathrooms, toilets
and laundries, kitchens, roofs, fences,
and garages.
Asbestos is dangerous if damaged,
disturbed or deteriorating. Once asbestos
fibres are disturbed they become airborne
and can then be inhaled or ingested. This
can happen when sanding, drilling, cutting
or sawing asbestos-containing materials.
Find out more at our website.
Facebook paid placement caption:
Home built before 1990? Find out where
asbestos can be, before starting renos.
Headline: Think twice about asbestos.
Description: asbestossafety.gov.au
POST 3  VISUALS
DIGITAL ASSETS
Social media posts – DIY
Facebook paid placement
Facebook / Instagram postFacebook / Instagram stories
Communication Assets
25
Stakeholder Campaign Pack
FORMAT
x3 JPEG tiles and Photoshop files.
DESCRIPTION
Social media content will be posted proactively during NAAW
2021. Social media posts deliver awareness and education
messages to the DIY (general public) and tradespeople target
audiences. Posts include both image and caption.
FILE NAME
NAAW21_04_DIY Facebook Instagram stories_1080x1920
NAAW21_04_DIY Facebook Instagram post_1080x1080
NAAW21_04_DIY Facebook paid placement_1200x628
POST 4  COPY
Facebook/ Instagram post caption:
Think twice about asbestos. Before you
start any work around the house, check if
your home was built before 1990.
If it was, asbestos can still be found
anywhere inside or outside your home.
Call a licensed asbestos professional to
locate and assess its condition before you
start any work. It's just not worth the risk.
Find out more at our website.
Facebook paid placement caption:
In homes built before 1990, call a licensed
asbestos professional to locate and
assess asbestos before you start any work.
Headline: Think twice about asbestos.
Description: asbestossafety.gov.au
POST 4  VISUALS
DIGITAL ASSETS
Asbestos week posts – DIY
Facebook paid placement
Facebook / Instagram postFacebook / Instagram stories
Communication Assets
26
Stakeholder Campaign Pack
POST 5  VISUALS POST 5  COPY
Facebook/ Instagram post caption:
National Asbestos Awareness Week is
almost over, but year-round asbestos
awareness is essential.
When you’re fixing up your place, remember
to think twice about asbestos. Find out if
your home was built before 1990. Contact
a licensed asbestos professional at any
time for advice on locating, managing
or removing asbestos. Remember, like
plumbing and electrical work, work that
might disturb asbestos is best left to
the experts.
We need to prevent exposure
to asbestos fibres to eliminate
asbestos-related diseases.
Find out more at our website.
Facebook paid placement caption:
Know your limits around potential
asbestos. Call a licensed asbestos
professional to get a sample tested.
Headline: Think twice about asbestos.
Description: asbestossafety.gov.au
FORMAT
x3 JPEG tiles and Photoshop files.
DESCRIPTION
Social media content will be posted proactively during NAAW
2021. Social media posts deliver awareness and education
messages to the DIY (general public) and tradespeople target
audiences. Posts include both image and caption.
FILE NAME
NAAW21_05_DIY Facebook Instagram stories_1080x1920
NAAW21_05_DIY Facebook Instagram post_1080x1080
NAAW21_05_DIY Facebook paid placement_1200x628
DIGITAL ASSETS
Asbestos week posts – DIY
Facebook paid placement
Facebook / Instagram postFacebook / Instagram stories
Communication Assets
27
Stakeholder Campaign Pack
FORMAT
x3 JPEG tiles and Photoshop files.
DESCRIPTION
Social media content will be posted proactively during NAAW
2021. Social media posts deliver awareness and education
messages to the DIY (general public) and tradespeople target
audiences. Posts include both image and caption.
FILE NAME
NAAW21_01_Trades Facebook Instagram stories_1080x1920
NAAW21_01_Trades Facebook Instagram post_1080x1080
NAAW21_01_Trades Facebook paid placement_1200x628
DIGITAL ASSETS
Social media posts – Tradespeople
POST 1  VISUALS POST 1  COPY
Facebook/ Instagram post caption:
This National Asbestos Awareness Week,
think twice about asbestos. Asbestos is still
in millions of homes across Australia. If a
home was built before 1990, and you are
unsure, assume it's there.
Australia has one of the highest rates of
asbestos-related diseases in the world,
including cancer. These diseases are a
result of past workplace exposure, so know
the risks and protect yourself.
Call in a licensed asbestos professional at
any time.
Find out more at our website.
Facebook paid placement caption:
Working on a home built before 1990?
Protect yourself from exposure
to asbestos.
Headline: Think twice about asbestos.
Description: asbestossafety.gov.au
Facebook paid placement
Facebook / Instagram postFacebook / Instagram stories
Communication Assets
28
Stakeholder Campaign Pack
FORMAT
x3 JPEG tiles and Photoshop files.
DESCRIPTION
Social media content will be posted proactively during NAAW
2021. Social media posts deliver awareness and education
messages to the DIY (general public) and tradespeople target
audiences. Posts include both image and caption.
FILE NAME
NAAW21_02_Trades Facebook Instagram stories_1080x1920
NAAW21_02_Trades Facebook Instagram post_1080x1080
NAAW21_02_Trades Facebook paid placement_1200x628
DIGITAL ASSETS
Social media posts – Tradespeople
POST 2  VISUALS POST 2  COPY
Facebook/ Instagram post caption:
Think twice about asbestos. There is no
known safe level of exposure to asbestos
fibres. PPE cannot guarantee your health
or safety, but it will help reduce your risk
of exposure. It must be selected, worn and
removed correctly to be effective.
Once you’ve protected yourself, you also
need to follow safe work practices to
prevent asbestos contaminating everything
around you.
Find out more at our website.
Facebook paid placement
Facebook / Instagram postFacebook / Instagram stories
Facebook paid placement caption:
Protect yourself from asbestos by
selecting, wearing and removing
PPE correctly.
Headline: Think twice about asbestos.
Description: asbestossafety.gov.au
Communication Assets
29
Stakeholder Campaign Pack
FORMAT
x3 JPEG tiles and Photoshop files.
DESCRIPTION
Social media content will be posted proactively during NAAW
2021. Social media posts deliver awareness and education
messages to the DIY (general public) and tradespeople target
audiences. Posts include both image and caption.
FILE NAME
NAAW21_03_Trades Facebook Instagram stories_1080x1920
NAAW21_03_Trades Facebook Instagram post_1080x1080
NAAW21_03_Trades Facebook paid placement_1200x628
DIGITAL ASSETS
Social media posts – Tradespeople
POST 3  VISUALS POST 3  COPY
Facebook/ Instagram post caption:
Think twice about asbestos. In Australia,
asbestos-related diseases contributes to an
estimated 4,000 deaths each year because
of past workplace exposure. That’s triple the
road toll.
There is no known safe level of exposure to
asbestos. If asbestos needs to be removed
before you start work, use a licensed
asbestos removalist. The law may prevent
you from removing asbestos yourself and,
if you are allowed, you must follow strict
safety precautions.
Find out more at our website.
Facebook paid placement caption:
Protect yourself from exposure to
asbestos with planning and PPE, or call in
a licensed asbestos professional.
Headline: Think twice about asbestos.
Description: asbestossafety.gov.au
Facebook paid placement
Facebook / Instagram postFacebook / Instagram stories
Communication Assets
30
Stakeholder Campaign Pack
FORMAT
x3 JPEG tiles and Photoshop files.
DESCRIPTION
Social media content will be posted proactively during NAAW
2021. Social media posts deliver awareness and education
messages to the DIY (general public) and tradespeople target
audiences. Posts include both image and caption.
FILE NAME
NAAW21_04_Trades Facebook Instagram stories_1080x1920
NAAW21_04_Trades Facebook Instagram post_1080x1080
NAAW21_04_Trades Facebook paid placement_1200x628
DIGITAL ASSETS
Social media posts – Tradespeople
POST 4  VISUALS POST 4  COPY
Facebook/ Instagram post caption:
Think twice about asbestos. There are
specific rules for the disposal of
asbestos waste.
Find out how to package, transport and
dispose of asbestos waste. ONLY dispose
of it at a licensed facility.
Fines apply for not doing the right thing.
Find out more at our website.
Facebook paid placement caption:
llegal dumping of asbestos puts everyone
at risk.
Headline: Think twice about asbestos.
Description: asbestossafety.gov.au
Facebook paid placement
Facebook / Instagram postFacebook / Instagram stories
Communication Assets
31
Stakeholder Campaign Pack
FORMAT
x3 JPEG tiles and Photoshop files.
DESCRIPTION
Social media content will be posted proactively during NAAW
2021. Social media posts deliver awareness and education
messages to the DIY (general public) and tradespeople target
audiences. Posts include both image and caption.
FILE NAME
NAAW21_05_Trades Facebook Instagram stories_1080x1920
NAAW21_05_Trades Facebook Instagram post_1080x1080
NAAW21_05_Trades Facebook paid placement_1200x628
DIGITAL ASSETS
Social media posts – Tradespeople
POST 5  VISUALS POST 5  COPY
Facebook/ Instagram post caption:
National Asbestos Awareness Week is
almost over, but year-round asbestos
awareness is essential.
Remember to think twice about asbestos.
Know what you need to do to be safe.
That can mean wearing the right PPE, having
safe work practices in place or calling a
licensed asbestos professional. We need
to prevent exposure to asbestos fibres to
eliminate asbestos-related diseases.
Find out more at our website.
Facebook paid placement caption:
Working with asbestos can be complex
and dangerous. Know what you need to
do to be safe.
Headline: Think twice about asbestos.
Description: asbestossafety.gov.au
Facebook paid placement
Facebook / Instagram postFacebook / Instagram stories
Communication Assets
32
Stakeholder Campaign Pack
FORMAT
x3 JPEG tiles and Photoshop files.
DESCRIPTION
Social media content will be posted proactively during NAAW
2021. Social media posts deliver awareness and education
messages to the DIY (general public) and tradespeople target
audiences. Posts include both image and caption.
FILE NAME
NAAW21_06_Trades Facebook Instagram stories_1080x1920
NAAW21_06_Trades Facebook Instagram post_1080x1080
NAAW21_06_Trades Facebook paid placement_1200x628
DIGITAL ASSETS
Social media posts – Tradespeople
POST 6  VISUALS POST 6  COPY
Facebook/ Instagram post caption:
Think twice about asbestos. There are
certain tools and work methods you must
never use when working with asbestos-
containing materials.
This includes the use of power tools, high
pressure water cleaners, compressed air,
abrasive blasting and household vacuum
cleaners (even if they have a HEPA filter).
These activities are dangerous because they
can release large numbers of asbestos fibres
into the air.
Find out more at our website.
Facebook paid placement caption:
Some tools and work methods are
dangerous because they can release large
numbers of asbestos fibres into the air.
Headline: Think twice about asbestos.
Description: asbestossafety.gov.au
Facebook paid placement
Facebook / Instagram postFacebook / Instagram stories
Communication Assets
33
Stakeholder Campaign Pack
FORMAT
x5 Individual JPEG tiles and Photoshop files.
DESCRIPTION
Digital banner ads are designed to make DIY and Tradespeople
think twice about asbestos and link them to the ASEA website
for more details on getting an asbestos check and contacting a
licensed asbestos professional.
FILE NAME
NAAW21_01_DIY large Rec_336x280
NAAW21_01_DIY medium Rec_300x250
NAAW21_01_DIY half page Ad_300x600
NAAW21_01_DIY leaderboard_728x90
NAAW21_01_DIY mobile banner_320x100
DIGITAL ASSETS
Diital ads – DIY
Large rec
Medium rec
Half page ad
Mobile banner
Leaderboard
Communication Assets
34
Stakeholder Campaign Pack
DIGITAL ASSETS
Diital ads – Tradespeople
Large rec
Medium rec
Half page ad
Mobile banner
Leaderboard
FORMAT
x5 Individual JPEG tiles and Photoshop files.
DESCRIPTION
Digital banner ads are designed to make DIY and Tradespeople
think twice about asbestos and link them to the ASEA website
for more details on getting an asbestos check and contacting a
licensed asbestos professional.
FILE NAME
NAAW21_01_Trades large Rec_336x280
NAAW21_01_Trades medium Rec_300x250
NAAW21_01_Trades half Page Ad_300x600
NAAW21_01_Trades leaderboard_728x90
NAAW21_01_Trades mobile banner_320x100
35
Stakeholder Campaign Pack
Communication Assets
04 | Media stratey
The media strategy provides recommendations for placement of
communication assets in the lead up and during National Asbestos
Awareness Week.
You can choose to follow the plan to a tee or pick and choose what works for your organisation’s
communications channels and budget. All costs associated with the implementation of the strategy
are at the stakeholder organisations expense.
The below table provides the recommended channels and timeframes for the implementation of the
stakeholder engagement pack communication assets.
The plan covers paid, owned and earned channels.
NAAW 2021 September October November
6 13 20 27 4 11 18 25 1 8 15 22 29
Communications channels
Digital ad banners
Press advertising
Website
Posters
Facebook advertising
eDM
Newsletter articles (published in owned channels)
Letter to the editor
Media release
Online event
Social media posts
National Asbestos Awarness Week 2021
Owned
1.
Your website, your people, social
media, brochures, poster, pull-up
banners and eDMs.
Earned & shared
2.
Word-of-mouth, PR, online
communities / influencers,
partnership channels
and advocacy.
Paid
3.
Advertising, SEM / paid search,
television, radio, outdoor, print,
press and direct marketing.
36
Stakeholder Campaign Pack
Communication Assets
Date Channel Action Resource/s
Monday 27
September
Online industry
event / briefing
• Organise an online event / briefing during
NAAW 2021.
• Set agenda and invite speakers or
panel members.
• Send invitations and promote the event
through your networks.
• Create presentation slides using the NAAW
2021 logo and Think Twice About Asbestos
campaign communication tools.
NAAW 2021 logo
Think Twice About
Asbestos logo
Monday 27
September
Print
advertising
(book
placement)
• Book full page or half page print
advertisement placement in local
publications November edition, to
correspond with NAAW 2021 (i.e. The
Chronicle, local newspaper, community
magazine, industry newsletter).
• If editorial is part of the booking, supply
newsletter copy for publication.
Full page print ad
Half page print ad
Newsletter copy
October
(dates vary
for councils)
Mayoral Minute
/ Council
Motion
• Submit a Mayoral Minute or Council Motion
to local council.
Mayoral Minute
/ Council Motion
Monday 8
November
Digital banners
(Google Ads)
• Set up a banner ad campaign via Google.
• Log in to your Google Ads account at
ads.google.com. Click on the "Campaigns"
tab at the top of the screen and click on
the "Ads" sub-tab located in the center of
the screen.
• Click on the "New ad" button and select
the "Image ad" option. Select the "Choose
File" button, select your banner ad from the
menu and click on the "Open" button. Enter
a name for your image, enter the URL you
want to display in the ad and enter the actual
destination URL in the text boxes provided.
Click on the "Save Ad" button when you are
finished creating your ad.
• See further instructions here: https://ads.
google.com/intl/en_au/home/campaigns/
display-ads/
Banner ads – DIY
Banner ads – Trades
Monday 8
November
Website
• Upload campaign content to
organisation website.
• Create a dedicated page to promote the
NAAW 2021 campaign and upload resources
for download including campaign poster,
fact sheet and a selection of social
media tiles.
Poster
Fact sheet
Location diagram
Press ads
Social tiles
37
Stakeholder Campaign Pack
Communication Assets
Date Channel Action Resource/s
Monday 8
November
Posters
• Distribute posters in your workplace and
local noticeboards and upload to your
website as a downloadable resource.
• Send stakeholders / clients / community
copies of the poster and advise them NAAW
2021 campaign launches in November.
• Ask them to distribute the posters via
their channels i.e. worksites, community
noticeboards, website.
Poster – DIY
Poster – Trades
Monday 8
November
Facebook
advertising
• Book social media paid advertisements
through Facebook Ad Manager.
• Book ads to run from 15 November to
28 November to raise awareness of
NAAW 2021.
• See further instructions here:
https://www.facebook.com/business/help
Facebook carousel
Facebook shared post
Monday 15
November
eDM
• Send eDM newsletter via bulk email
program or publish article in organisation
newsletter using newsletter copy and
press advertisement.
eDM banner
Newsletter copy
Press ad half page
Monday 15
November
Media release
• Distribute media release to local media
outlets (print, digital, radio, television).
• Make follow up calls to local media to inform
them of NAAW 2021 and set up interviews
with spokespeople.
Media release
template generic
Media release
template event
Monday 15
November
Letter to
the editor
• Send letter-to-the-editor to local
publications to raise the issue of
asbestos and bring it to the attention
of local audiences.
• A template has been provided that can be
edited to include your views and details
of the clear action that needs to be taken
to reduce the risk of asbestos in your local
community and industry.
Letter to the
editor template
w/c Monday
22 November
Online event
/ briefing
• Host and run the online event / briefing.
• Film / record event to share on your website
after the event and send to attendees and
your networks to raise awareness and
educate people about asbestos.
NAAW 2021 logo
Think Twice About
Asbestos logo
38
Stakeholder Campaign Pack
Communication Assets
Date Channel Action Resource/s
Monday 22
November
Social media
post 1
• Post social media post 1 to your Instagram
and Facebook account feed and stories.
Social post 1
Tuesday 23
November
Social media
post 2
• Post social media post 2 to your Instagram
and Facebook account feed and stories.
Social post 2
Wednesday 24
November
Social media
post 3
• Post social media post 3 to your Instagram
and Facebook account feed and stories.
Social post 3
Thursday 25
November
Social media
post 4
• Post social media post 4 to your Instagram
and Facebook account feed and stories.
Social post 4
Friday 26
November
Social media
post 5
• Post social media post 5 to your Instagram
and Facebook account feed and stories.
Social post 5
Saturday 27
November
Social media
post 6
(Trade only)
• Post social media post 6 to your Instagram
and Facebook account feed and stories.
Social post 6
Asbestos Safety and Eradication Agency – Communications Team
events@asbestossafety.gov.au
www.asbestossafety.ov.au
CONTACT