Dust To Dust

More than 500 people a year die from silicosis – a lung disease caused by inhaling respirable crystalline silica (RCS) dust.

Found in common construction materials such as concrete, bricks and mortar, techniques such as drilling, cutting, grinding and even sweeping can kick this dangerous dust into the air.

We work with Dustcontrol UK, a specialist dust extraction firm that works across all sorts of industries but with an emphasis on construction.

Realising the volume of RCS dust, workers were at risk of inhaling, was considerable - we created a formula that worked out it can equate to more than a pint over the course of a working life.

Looking to visualise this, we equated it with the traditional post work pint – and orchestrated a pub photo shoot to capture imagery that emphasised the volume of dust in a relatable way.

Providing great social content - which really got people engaging, we also used the formula and its workings out as a basis to target Dustcontrol’s key trade press.

This saw coverage generated in a raft of publications including Specific Review, Home Designer & Architect, Construction Update, Industrial Compliance, Refurb & Developer Update, Process & Control Today and many others.

Turning a life-threatening issue into a striking visual story has helped raise awareness and spark important conversations.