Renovation Roulette is Cabana Boys' advertising campaign for asbestos awareness. There is more, though, to the campaign. That's where Insight Communications takes the spotlight. The Asbestos Education Committee and Asbestos Diseases Research retained Insight to conduct their annual awareness week campaign, following the work it did in 2011.
Insight’s 2011 campaign achieved significant state and national media coverage and won the NSW Awards for Excellence in the Public Relations Institute of Australia Industry Awards. It has been nominated, too, for the National Golden Target Award, held in Melbourne as part of the World PR Forum.
While Cabana Boys did the consumer advertising creative, Insight did the other ¾ of the 2012 campaign, which includes the website, a strategic media campaign, stakeholder engagement, online marketing, a fund-raising component, multiple media events and a purpose built model house called ‘Betty - The ADRI House’, which will be launched on Sunday 25th of November. Betty will travel around Australia to educate the community about asbestos in the home.
Insight will also be lighting the sails of the Sydney Opera House blue for the Asbestos Education Committee, as a tribute to all those who have lost their lives to asbestos while at the same time, raising awareness of the dangers of asbestos when renovating or maintaining homes.
Insight would like to correct the perception that Cabana Boys is behind this year's Asbestos Awareness campaign.
They would also like to acknowledge the contribution of the commercials actors who, with the exception of a few dollars to cover their expenses, undertook to work on the project pro bono as part of their contribution to the cause. Those actors are Lindsay Farris (father) who also did the voice-over work, Katherine Shearer (mother), Ruby Thompson (daughter), and Toby Challenor (son).
Close your eyes and say, "Just do it." What do you see? Yes, me too...the Nike tick logo. But hammering brand image statements into people's heads is considered so yesterday now. Is it? Let's find out...