Primary : Contractors, trades people (public, private and working in Aboriginal communities),Home renovators, Schools (principals, staff,

students, parents),Public housing tenants, Indigenous communities (including Community Government Councils and community members)
People living in older houses. Secondary : included suppliers, the Royal Australian Institute of Architects, the Real Estate Institute of the
Northern Territory, Territory Construction Association, unions, other government departments, business centres, town councils, licensed
asbestos removers, Ministers, and the Local Government Association of the Northern Territory. The tagline for the campaign was Stop. Think
Asbestos. Seek Advice. A brief was put out for, pamphlets and information booklets tailored for each of the key target audiences (schools,
builders and do-it-yourself renovators), and a website. It was felt the tone of the material should be that of a 'mate giving an important piece of
advice', with a credible and recognisable source. First thoughts were to use a local builder, but ultimately, Rob Palmer, the well-known renovator
from Better Homes and Gardens, was chosen . Controlled media provide precise messages that would lead to reaching organisations objectives;
uncontrolled media offer stronger credibility and are less expensive.
Messages: 1) When working on any pre-1990 building, assume it contains asbestos and: Stop. Think asbestos. Seek advice. 2) Asbestos
materials don't pose a health risk if they are in good condition and left undisturbed and intact. 3) Breaking, drilling or removal of asbestos
material can pose a serious health risk if safety precautions are not adhered to. 4) Asbestos removal is one job thats better done by a licensed
professional. The challenge was to balance the reality that we all live with asbestos with awareness of its dangers in certain situations and the
need to take appropriate precautions. A commonsense factual approach was taken. Media Channels : Information booklets and flyers tailored
for schools, tradespeople and do-it-yourself renovators, and public housing tenants/A website/Social media /video for remote communities.
Tactics :The booklets contained hints for safe handling of asbestos, simple steps to follow in the event of a suspected incident, check lists, and
contact numbers for schools and public housing tenants. They were endorsed by Unions NT. Other activities included: Media conference and
briefings/Workshops held for key groups by NT WorkSafe staff/Letters to stakeholders and secondary target audiences/A Schools Information Kit
containing information booklet, flyer, magnet, tested look-a-like sample and safety tape - sent to all schools in the NT/Awareness sessions/A
Schools Asbestos Hotline/General Information Hotline/Powerpoint presentations developed for schools with specific information for staff and
students/Stakeholder briefings/A public meeting - held when renovation work started on Parap Primary School in December to explain
precautions being taken as part of the demolition of two classroom blocks and that work was taking place over the school holidays. Filming of an
educational video 'Asbestos is Dangerous - Handle with Care' took place in Wycliffe Well and Ali Curung. The scenario followed Rob Palmer
arriving in a car to see his old mate Onion. Onion tells Rob that he doesn't understand what asbestos is. So Rob (a familiar face in remote
communities from his TV show) demonstrates how to handle asbestos safely. The tag line of Stop, keep away, get some help, clean it up now is
chanted by local kids. The style and storyline has proven popular with its target audience. A storyboard was developed from the video, and used
as a supporting communications The video and storyboard were used during workshops conducted by NT WorkSafe staff in all Indi genous
communities. They explained what asbestos is, when it is dangerous, how it must be removed by licensed contractors and what measures can be
undertaken by communities to render old houses safe.( As a mediated form of communication, a press release is an extremely effective way in
which to communicate with the public. Corporations and organizations do this on a regular basis. Rather than reacting to specific media
inquiries, not all of which are necessarily welcome, they proactively manage the news about themselves. Through press releases, business
intentions, priorities and accomplishments can be converted into newsworthy items. As news, information in press releases invoke a certain
level of legitimacy in the eyes of the media and, when properly issued, the media will be happy publish or broadcast them free of charge. There
are many legitimate topics that press releases cover. Depending upon the specific topic, they serve one or more functions, all strategically
related to public relations goals. Regardless of topic and functions, all press releases follow a pre formulated structure and style.)


Government reinforces asbestos awareness message (headline) //As part of its ongoing asbestos safety awareness campaign the ACT Government has today written to the
owners of homes which were included in the loose fill asbestos abatement program (1988-1993) to remind them of the ongoing precautions that need to be taken, Minister
for Workplace Safety and Industrial Relations, Simon Corbell, said today. (intro)
The letters are part of the Government's continuous effort to reinforce the dangers of asbestos in all its forms.
Most homes in Australia built before 1990 will have building material containing asbestos, but Mr Corbell urged extra caution with homes that previously had loose fill asbestos
insulation installed, even if they had already been part of the abatement program.
"Between 1968 -1978 a company operating in the ACT installed loose fill asbestos in just over 1,000 homes. While a program to remove this asbestos was undertaken by the ACT
and Commonwealth Governments between 1988 and 1993, loose fill asbestos may still be present in inaccessible areas such as the wall cavities and cornices of these homes," Mr
Corbell said.// The letter sent to residents of these homes reminds them of the ongoing presence of this loose fill asbestos; and of the need to take extra precautions and seek a
professional asbestos assessment before undertaking any renovation work.
"This material can be problematic because it is raw asbestos. This means it can be easy to disturb and fibres can become airborne and inhaled or ingested."
Since the review of the ACT asbestos management plan in 2005, the Government has been reminding Canberrans of the importance of being aware of the possible dangers of
exposure to asbestos.
Most Canberra homes built before 1990 will contain some type of asbestos product and it is important that people know how to deal with these materials so they can reduce their
exposure to asbestos fibres.
An extensive awareness campaign ran on television and radio during December and January (the traditional time for renovating) urging people to be careful when dealing with any
asbestos products in their homes and to seek professional advice before doing any renovations.
"Left undisturbed some bonded building products containing asbestos pose little risk to public health. However if the asbestos fibres are released through damage or deliberate
work then there is the potential for exposure,'' Mr Corbell said.
"It is also very important to understand that while there is no scientifically based safe level of exposure to these fibres the level of risk of getting an asbestos-related disease is
generally very low. However, the risk does increase based on the number of fibres to which a person is exposed, and also the frequency of exposure. Residents who have health
concerns should discuss it with their general practitioner."
The ACT government has a website, www.asbestos.act.gov.au, developed exclusively to provide information on asbestos. (Call to action) Ends
Media Contact : Name : Andrew Benson / Phone :62050434 /Mobile : 0481004015 Email :andrew.benson@act.gov.au

Date & For Immediate release/
Photographs and interviews with PR
personnel are available on request.