Lead Aware Times

Lead Aware Times Volume 1 No. 1 ( ISSN 1440-4966)

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Lead Awareness Publicity

You may recently have heard or seen advertisements about lead safety. These form part of the "Living Safely with Lead" campaign arranged by the NSW Lead Reference Centre. The following extracts describe who the campaign is aimed at, how it will operate and what it aims to achieve.

Target audiences

The main target groups for the campaign are parents, renovators and lead industry workers. Parents, including people wanting to have children, expectant parents and parents of children under 4, are major agents of change and play a critical role in reducing the risk of children being exposed to potential risk. Renovators of pre-1970 houses include those undertaking major home renovations and those planning relatively minor maintenance activities, such as painting a door or demolishing an old shed. Lead Industry workers includes a wide range of occupations from "obvious" lead industries such as mining and smelting through to "secondary" industries including building and construction trades, car repairers and metal workers. Some of these people may be aware of their exposure to lead in the workplace, but may be unaware that they are taking lead dust or chips home and exposing their families to risk.

Media Strategy

The campaign has strong print and radio components, and includes a high quality TV Community Service Announcement (CSA). The TV ads were aired during January / February the slow period for traditional advertising activity. Additional below-the-line material is also anticipated. Activities to complement the strategy include a Ministerial launch, media activities in newspapers and special interest magazines and journals, promotional materials and distribution of campaign materials through stakeholder networks.

Demonstrated Outcomes of the Campaign

The campaign will be monitored through the range of activities that it is designed to promote.

Increase awareness of lead issues in NSW.

High levels of interest from the community after recent media activities focusing on lead have demonstrated that messages about lead have considerable cut-through. Social research indicates that the community is concerned about the effects of lead on health. The campaign will increase community awareness about the issue and what can be done to reduce exposure. It will increase inquiries to information lines and lead to an increase in the distribution of information materials. It should also add to the amount of media coverage of the issue.

Increase awareness of sources of lead hazards in homes, workplaces and the environment.

Social research indicates that levels of knowledge among the community of different sources of lead are low. The campaign will broaden knowledge about multiple sources of hazards and enable individuals and the community to identify sources of lead in their homes and workplaces and the environment. The campaign will increase demand for information on sources of lead.

Increase demand for lead assessment and abatement services.

Currently few people are aware of the importance of using lead safe building practices when renovating their homes. A number of private sector service providers are available to carry out assessments and abatement of lead hazards in domestic and commercial buildings. In the long term, these sorts of campaigns should increase the use of these services and promote the growth of this sector.

Increase the use of lead safe building practices.

The campaign will inform people undertaking renovations of the hazards present in pre-1970 houses and alert them to the dangers of unsafe building and renovation practices. The campaign should create demand for more information from do-it-yourself renovators and professional trades people on lead safe work practices and training.

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Last Updated 19 April 2012
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