National Asbestos Awareness Campaign 2024-25

The 2024-2025 National Asbestos Awareness Campaign launched on 18 November 2024 in the lead up to National Asbestos Awareness Week (NAAW). 

The campaign has been refreshed with a new look and tagline – Asbestos Can Kill – a direct and unmistakeable reminder of why asbestos safety must be taken seriously. The campaign includes additional creative assets to expand messaging, while retaining high-performing core messages from previous campaigns. 

Thank you to those who partnered with us to promote these assets as part of NAAW 2024. We saw high levels of engagement from a range of stakeholders sharing the campaign assets across various media outlets including social and print media, radio and websites. The resources linked from those assets including the ASSEA website, homeowners and trades mini sites, and the Asbestos Product Guide reached a total of almost 20,000 views just within the week.

This first burst of the national paid advertising campaign runs until mid-December and includes the use of video as the dominant channel, paid search, social media, translated display ads and an advertisement on the inside cover of the Bunnings magazine. You can view the campaign stakeholder pack on our website. 

The second burst of the campaign will commence in March 2025 to capitalise on the peak DIY season around the Easter long weekend. Stay tuned on how you can get involved to promote the campaign in 2025.