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ASIAN AUDIENCES TARGETED WITH NEW HSE WORKSMART SERIES
21 April 2006 - HSE InfoLine

Sponsored by the Health and Safety Executive, "Worksmart", has already run in its more general form on ITV television networks across the country in 2001 and 2002. It achieved a 250% per cent increase in awareness of health and safety issues among viewers in the target audience. It was piloted with Granada Television, North West, where it ran for two years.

"Worksmart", a new television series that goes live in November, will bring health and safety communication to thousands of UK Asian viewers.

Four leading TV satellite channels are to run a series of real-life mini-programmes on health and safety - all featuring Asian participants.

Sponsored by the Health and Safety Executive, "Worksmart", has already run in its more general form on ITV television networks across the country in 2001 and 2002. It achieved a 250% per cent increase in awareness of health and safety issues among viewers in the target audience. It was piloted with Granada Television, North West, where it ran for two years.

Chris Bisson, star of 'East is East', and formerly Asian taxi boss Vikram in Coronation Street, has lent his support to the campaign. Chris, who recently appeared in a Star TV broadcast to recruit 'Worksmart' participants, said: "Health and Safety issues are a vital part of everyone's life. I'm delighted to be able to help in getting the message across to the Asian community in Britain."

The specially produced Asian series will run for six months from November on Star Plus, Star News and Sony Entertainment, and from January on ZeeTV.

Each programme lasts just 45 seconds and features a personal story about a health or safety incident in the workplace. Programmes will appear every weekday on Star and ZeeTV as well as daily on Sony Entertainment.

http://www.hse.gov.uk

About: HSE InfoLine
Britain's Health and Safety Commission (HSC) and the Health and Safety Executive (HSE) are responsible for the regulation of almost all the risks to health and safety arising from work activity in Britain.

The HSE looks after health and safety in nuclear installations and mines, factories, farms, hospitals and schools, offshore gas and oil installations, the safety of the gas grid and the movement of dangerous goods and substances, railway safety, and many other aspects of the protection both of workers and the public. Local authorities are responsible to HSC for enforcement in offices, shops and other parts of the services sector.

The HSC is sponsored by the Department of Work and Pensions and is ultimately accountable to the Minister of State for Work, the Right Honourable Jane Kennedy MP.


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