Health and Safety Executive’s asbestos campaign ‘Hidden Killer’ has bagged the top honour in the health category, at the prestigious European Excellence Awards. The award honours outstanding work in public relations.

The campaign, launched in autumn 2008, was aimed at highlighting the dangers of exposure to asbestos, and to help prevent asbestos related deaths. Asbestos-related diseases kill 20 tradesmen a week in the UK.

“Asbestos remains Britain’s biggest workplace killer, but with the perception that it is largely a risk of the past we needed a hard-hitting PR campaign that would capture the imagination of tradesmen, particularly young ones,” said Steve Coldrick, HSE’s asbestos programme director.

The PR campaign was devised by HSE, in conjunction with communication agency MS&L. It used Ian Wright, ex-England football player and plasterer, as its spearhead.

This award is the latest among many accolades the ‘Hidden Killer’ campaign has already won. The print advertisements were nominated for ANNA (Awards for National Newspaper Advertising) ‘ad of the year’.

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