HSE - Exploding the Asbestos Debate

MSL London devised an analogy to communicate directly to the primary target audience of young tradesmen: ‘If twenty premiership footballers died every week, then the Premier League would be wiped out in three months.’

MSL London launched the campaign with a photocall on Millennium Bridge in which ex-England footballer (and ex-workman) Ian Wright stood among 20 cut-out footballers. A press conference hosted by Dr Hilary Jones followed where Ian Wright’s message of support was played and our patient case study gave a moving personal account of how asbestos was killing him and affecting his family.

The dedicated Asbestos Infoline received a 1000% increase in enquiries compared to the previous year and the website had a 253% increase in website visits with a 668% increase in page requests.

Broadcast coverage included multiple hits on BBC Breakfast and GMTV, BBC Radio 1, 2, 4 and 5. It was one of the lead news stories on BBC1’s One O’Clock News. National redtop press coverage was secured with an exclusive in The Sun and The Sun online, The Mirror and the Daily Star online.

The campaign was also 'Highly Commended' at the 2009 PR Week Awards.