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BE SAFE WITH CHEMICALS – READ THE LABEL
Awareness Raising Initiative
Best Practises & Lessons Learned
SERBIAN CHEMICALS MANAGEMENT
SR08IBEN02
2
Idea & Concept: Environment Agency Austria and SHemA (Serbian Chemicals Agency)
Author: Keya Choudhury, Short Term Expert
Any websites referred to in this publication are in the public domain and their addresses are provided
by SHemA for information only.
The booklet has been realised within the Twinning Project SR08IBEN02 „Assistance in the
Implementation of a Chemicals Management System in Serbia“
(“Serbian Chemicals Management”).
The project has been funded by the European Union.
3
Table of Contents
1 Background, Basic Idea & Objective ................................................................ 4
2 Approach ............................................................................................................ 5
3 Pre-Announcement, Positioning & Messages of the Campaign .................... 6
4 Planning & Organisation ................................................................................... 8
5 Connecting with Target Groups...................................................................... 10
6 Marketing and Public Relation ........................................................................ 15
7 Outreach of the Campaign .............................................................................. 17
8 Annex – Campaign Description ...................................................................... 18
4
1 Background, Basic Idea & Objective
Serbia introduced the European system for the classification, labelling and packaging of
Chemicals (CLP) as of 1st October 2011 with the Law on Chemicals. This system consists
on the implementation of the UN based Globally Harmonised System (GHS) and for a
transition period on the previous EU provisions (DSD/DPD). Thus, Serbia aligns with
European and international standards in chemical safety.
The new legislation foresees, among other provisions, that new warning labels and safety
information has to appear on chemicals including also various household products (see
Chart 1). Paying attention to the labels and the safety information may prevent from health
damages and even save lives.
Chart 1: Labelling of Chemicals: e.g. Orange Symbol and GHS Pictogram for Flammables
Due to the lack of awareness of chemicals risks and hazards and the improper use of
chemicals there has been notified a significant number of accidents caused by chemicals in
Serbia. According to data of the Poison Control Centre of the Military Medical Academy
Belgrade (VMA) a great amount of poisonings in Serbia has been caused by chemicals, in
particular corrosives and pesticides.
In order to increase the consumers’ awareness and knowledge related to risks and hazards
of chemicals, the Serbian Chemicals Agency (SHemA) in the frame of the Twinning project
“Serbian Chemicals Management” funded by the EU took the initiative and launched an
awareness arising campaign “BE SAFE WITH CHEMICALS – READ THE LABEL” in April
2012.
Throughout the course of the campaign seminars, presentations and trainings were
organised, along with the distribution of educational and information material customised to
the requirements of the selected target groups: consumers, professors, pupils and
professional users, who are in daily contact with chemicals that can damage their health and
the environment.
5
2 Approach
The awareness raising campaign “BE SAFE WITH CHEMICALS – READ THE LABEL” has
been developed in four phases: Pre-announcement, positioning and development of the
campaign key message with planning and organisation, connection with the selected target
groups and final evaluation after performance of the campaign (see
Chart 2). Accompanying measures of marketing and public relation have been performed
throughout the campaign.
Chart 2: Phases of the Awareness Raising Campaign
The four phases as well as the continuous marketing and public relation activities will be
explained in detail in the following chapters.
Pre-
Announcement,
positioning &
message of the
campaign
Planning and
organisation
Connecting
with target
groups
Evaluation
Marketing & Public Relation
6
3 Pre-Announcement, Positioning & Messages of the Campaign
At the end of October 2011, two stakeholder events organised under the Twinning project
"Serbian Chemicals Management" funded by the EU announced the planned awareness
raising campaign. This approach opened the opportunity to directly contact and interview
stakeholders and potential target groups. Thus, relevant stakeholders could be directly
involved from the very beginning of the set-up of the campaign.
Picture 1: Announcement of Awareness Raising Campaign at Stakeholder Event
The campaign design started with some internal brainstorming sessions concerning the
definition of the target group and of the key message of the campaign. Several potential
topics and measures have been identified and reconsidered. Finally, it has been decided that
the campaign should focus on labelling. This decision has been backed up by the new
legislation on classification and labelling which was getting into force in October 2011.
Together with the Serbian partners the following target groups were selected:
Pupils and professors of secondary schools
Consumer protection associations
Staff responsible for health and work safety
Consumers in general were addressed indirectly by the activities mentioned above.
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The key message of the campaign could be summed up to:
BE SAFE WITH CHEMICALS – READ THE LABEL.
In the further design of the campaign the activities were structured according to the needs of
each target group. The underlying messages of the performed activities addressing different
target groups were as follows:
For students and professors
o Read and understand the label on products you deal with, whether in
households or in the laboratories.
o Handle chemicals with care and consciousness and you and others will be
safe.
o Be an ambassador of chemical safety and share your knowledge.
For consumer protection agencies
o Consumer protection agencies have a role to play in informing consumers
about chemical safety.
o Messages have to be customised according to the group that is targeted.
o Consumer protection agencies will have a large outreach.
For staff responsible for health and work safety
o Knowing exactly how to handle and store chemicals will reduce accidents at
the workplace.
o Health and work safety persons responsible will be multipliers of chemical
safety.
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4 Planning & Organisation
Duration
It has been confirmed that the visible part of the campaign will last around 8-10 weeks with
the core visible phase from April to June 2012. The campaign was officially launched on 5th
April 2012 linked to a training activity on labelling of chemicals for pupils and professors and
ended on 13th June 2012 tied up with a workshop for consumer protection associations.
Elements of the campaign
The Serbian Chemicals Agency designed a campaign including the following elements:
Informative material for different target groups, which was distributed via the campaign
website or as print copies (flyer, poster, educational material & games).
Workshops and seminars for different target groups to practically offer guidance on
chemicals safety and mainstream this topic widely. These campaign activities fostered
experience exchange and capacity building. Activities included.
Participation in various events to tie up with multipliers and share experience.
Strong partnership with the High School of Food and Chemical Technology in Belgrade
in order to run a pilot project and draw from that best practises and lessons learned for
future activities and distribution of the topics of chemical safety.
Picture 2: Campaign Office Staff Ms. Aleksandra Žujić Presenting Information Poster for
Students
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Planning and Coordination of the Campaign
The detailed campaign schedule of activities delivers an overview on campaign activities and
timing of the campaign. The schedule had been the core planning instrument throughout the
campaign. It had been adjusted continuously and functioned as an internal communication
document for all partners and team members involved. The schedule indicates the dates of
certain events as well as the approximate time required for preparation of these activities.
For coordination and preparation of all these activities a campaign office needed to be
established with two staff members taking care of the high-level performance of the
campaign BE SAFE WITH CHEMICALS – READ THE LABEL.
Table 1: Campaign Schedule of Activities
Feb March April May June
1a
Sch
ool p
roje
ct
Launch: Demo
lesson (students),
workshop (teachers)
5.4.
1b Retail shops 21.4.
1c MAXI / Tempo
consumer magazine 28.2. 26.3. 27.4.
1d Closure event
certificates 10.5.
3 Days of Chemistry 18.4.
4 Health & Safety WS . 25.5.
5 Museum Night 19.5.
7
Seminar “Chemicals at
workplace” at 38th Inter-
national Fair «112 expo»
31.5.
8
WS for Consumer
Associations
(closing event)
13.6.
10
5 Connecting with Target Groups
School Project
The Serbian Chemicals Agency has established cooperation with the High School of Food
and Chemical Technology in Belgrade in order to organise a pilot project on classification
and labelling of chemicals.
The pilot project aimed at educating the professors and pupils about actual legislation in the
field of classification and labelling of chemicals. On 5th April 2012, the Chemicals Agency in
cooperation with the High School of Food and Chemical Technology organised a one-day
seminar dedicated to the professors and students. Both target groups were introduced to the
systems of classification and labelling of the chemicals. The professors were additionally
informed about how to organise workshops with the pupils and prepare a project “Labels &
Consumers” respectively.
Picture 3: Training of Professors and Students on Classification, Labelling and Packaging of
Chemicals
After the seminar the trained professors had the opportunity to introduce this pilot project to
professors from other schools during the “Days of Chemistry”, in order to encourage them to
organise similar projects in their schools and consider new findings in this field into the
chemistry educational programs.
Familiarizing the pupils of the High School of Food and Chemical Technology with the proper
labelling of the hazardous chemicals and manner of their keeping in the retail premises
resulted in dynamic workshops in various retail premises. On 21st May the students informed
the consumers how to read the label properly and how to handle chemical with care, where
to keep chemicals at home and ho to store them in the shops.
The activity was conducted on a Saturday morning during shopping hours in Tempo
hypermarket and four Maxi supermarkets (members of Delhaize market chain) in Belgrade.
This exercise “Labels and Consumers” came across to a great interest of schools and
teachers not only from Belgrade, but from all regions in Serbia, which is an indicator of
successfully implemented exercise as a part of the campaign.
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Picture 4: Student Explaining Labels to Consumer
The school project closed with a final workshop on 10th May 2012: The results of the
conducted interviews with 360 consumers performed in 5 supermarkets were presented and
conclusions have been drawn by all parties involved, namely the High School of Food and
Chemical Technology, SHemA and the Twinning team. All parties agreed that the whole
school project has been very successful. One key success factor was that the professors,
mentors and students of Chemistry High School have been highly committed and
enthusiastic throughout the project. The importance of environmental education at schools
has been confirmed.
Picture 4: Distribution of Certificates
SHemA and the Twinning project awarded certificates to 58 teachers, 7 mentors and 28
students.
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Days of Chemistry (Faculty of Chemistry)
At the yearly Days of Chemistry on 18 April 2012, organised by the Faculty of Chemistry in
Belgrade, SHemA experts gave a presentation on the content of the awareness raising
campaign. This presentation explained the role of the Chemicals Agency, the legal
framework for the campaign and the importance of systems for classification, labelling and
packaging of chemicals.
The plan of the campaign activities was explained in detail and the importance of analysis of
the needs of each target group was stressed. The teacher of the High School of Food and
Chemical Technology shared impressions from seminar that was held a week before. The
teacher further presented clear outcomes and benefits of this training and encourage the
colleagues in the audience to replicate this project and related activities in their own schools.
The Days of Chemistry were a good opportunity for both SHemA and the High School of
Food and Chemical Technology to share the training experience and to encourage other
schools and professors from all over Serbia to focus on the topic of chemical labelling as
well. Presenting practical experience and learning successes increased credibility of the
campaign and the feasibility of its measures significantly. Furthermore the High School
professors involved in the campaign could market their activities and profile to a broader
audience. Teachers from other schools expressed great interest in this or similar training and
organising it in their schools, all with the aim to learn more about safe chemical handling.
Between magic and chemistry (Museum Night)
The issue of the awareness raising campaign of the Twinning project was also presented
with an information stall at the Museum Night “Between magic and chemistry” on 19 May
2012 at Faculty of Chemistry, Belgrade. This was an additional opportunity to reach out to
the public and inform on labelling and chemical hazards.
Picture 5: Educational Game “Recognize Pictograms”, Displayed at
Museum Night.
13
As part of this activity a short educational movie produced by REC (Regional Environmental
Centre) about safe handling of household chemicals, has been shown.
Information material was distributed, such as the leaflet for consumers „Be Safe with
Chemicals – Read the Label“, which contains examples of labels and instructions for safe
storage and use of household chemicals. Furthermore, a game of recognizing pictograms for
kids was provided.
The information stall was well attended. In all, this activity resulted in a remarkable
involvement of visitors.
Health and Safety Workshop
A customised seminar was planned for Health and Safety Advisers of companies from
different branches on 25 May 2012 at Serbian Chamber of Engineers, Belgrade. It aimed at
introducing the Serbian Law on Chemicals, in particular classification, labelling and safety
data sheets as well as bans and restrictions. SHemA experts provided respective
presentations.
Furthermore an international Short Term Expert of the Twinning project gave a
comprehensive lecture on essential elements of the Chemical Agents at Work Directive as
well as practical information on how to use information for risk assessment (and risk
management measures).
Picture 6: Training for Health and Safety Advisors.
14
Seminar at Expo Fair
On 31st May 2012 a Seminar “Chemicals at working place” was held at the 38th International
Fair, «112 expo» on prevention and reaction in emergency situations related to OHS.
SHemA experts reached out to the audience by presenting, among others, bans and
restrictions of producing, placing on the market and use of dangerous chemicals and
obligations related to the substances of very high concern.
Stakeholder Event with Consumer Protection Associations
As the statistic results show the need for further work on consumers’ awareness and
improvement of their knowledge of the precautionary measures, one workshop was
dedicated to address consumer protection associations: On 13th June 2012 a seminar "Safe
with Chemicals" took place at the Consumer Protection Centre, Belgrade.
The seminar was an opportunity to settle the principles for further communication and
cooperation with NGOs targeting consumer protection with their portfolio. The seminar was
an important step towards setting chemicals management as an integral part in the
sustainable consumption of the chemical products.
In order to establish good cooperation with these associations the Serbian Chemicals
Agency signed a Memorandum on Understanding with nine consumer protection
associations at the seminar.
Picture 7: Signing Memorandum of Understanding.
15
6 Marketing and Public Relation
The activities of the campaign were accompanied by cost-effective marketing and public
relation measures.
Print Media
The campaign produced and distributed various informative material, such as
Background information/flyer in order to increase visibility in general; it was distributed on
all activities within the frame of the awareness raising campaign;
Poster that summarised in an appreciable and entertaining way how to handle chemicals
in households and how to avoid chemical hazards;
Campaign fact sheet that delivers background information at one glance to all parties
involved;
Large-sized symbols & pictograms for display at the events.
The information material was either provided as hard copies or for download on the
campaign website.
Campaign Website
The campaign website provided background information on the topic of labelling of chemicals
customised for different users. It had been continuously updated and informed about the
latest news and activities during the whole campaign.
Press
Press releases had been published via website at regular basis to inform about the major
activities and results of the campaign.
Media (Articles/ TV features)
From March till May the consumers were regularly informed about progress of the campaign
via articles in the consumer magazine of MAXI supermarket.
In two broadcast features representatives of the Chemicals Agency and of the Twinning
project were interviewed on labelling, risks and hazards of chemicals and the importance of
the respective awareness raising campaign.
16
Picture 8: Awareness Raising in Consumer Magazine of MAXI Supermarket
7 Outreach of the Campaign
Strong coordination efforts and efficient marketing led to high visibility of the campaign and a considerable outreach as displayed in the
table below.
Table 2: Outreach of the Campaign According to Activity and Target Group
Activity Target Group Outreach
1 Training of teachers & demo lesson for students at Chemical School Teachers, Chemistry School 58
Students, Chemistry School 25
Petnica (NGO) 4
2 School project label & consumers Selected teachers (mentors) 7
Students, Chemistry School 28
Interviewed consumers in 5 supermarkets 360
3 Days of Chemistry (Faculty Day) Chemistry teachers 200
4 Between Magic and Chemistry (Museum Night) Public
5 Health and Safety Workshop, Belgrade Fair
Trainers for education of Occupational Safety & Health advisers
Group of Occupational Safety and Health advisers from few big companies
Occupational Safety and Health advisers from licensed consultant agencies
50
6 Maxi Magazine (March issue, April issue, May issue) Consumers Monthly edition 60.000
Print material How many distributed and where?
7 T-Shirts Seminar 35
8 Flyers April Days of Chemistry, Supermarkets 700
9 Posters April Days of Chemistry 150-170
Broadcast and Online Tools ?
10 2 TV features Public ?
11 Website
8 Annex – Campaign Description
1.1 Demo Lessons at Chemistry School and training for teachers and set up of the
project/task/exercise
Date: 5. 4. 2012
Location: School conference room
Participating experts (arrival 9h-10h): a. SHemA b. Twinning: RTA, STE Licht-Klagge
Training day: a. Training of teachers: 12:00 – 14:00 hrs
50+ teachers from chemistry school + 5 teachers from the Petnica Scientific Centre
Outline: Presentation of labelling elements, mention SDS and packaging rules, presentation of NAPO film as training tool for schools
Aim: The teachers should learn the symbols and their meanings, also the hazard and precautionary advices (focus on DSD/DPD and only reference to CLP) and if SDS is needed, they learn generally the legal background and the forthcoming changes
Content: o What are dangerous chemicals and chemical products (mixtures)?
Classes of dangers, description of all dangers o Consumer protection via risk communication – labelling
Elements of labelling – Danger symbols, Risk phrases, Safety statements Hazard classes with relevance for consumer products and education – examples Exceptions to the labelling provisions
o Risk communication – safety data sheet for professional users o Packaging - Child-hood fastening, tactile warning, never use packaging used for
food! o The upcoming Globally Harmonized System o Information sources in the internet, media
Material: Information material (SHemA)
pp-presentation, warm-up exercise, NAPO video
Certificates
19
b. Training of students (age: around 15 years) and mentors: 14:30-16:30
25 students from different classes, 7 teachers (school project mentors)
Presentation of the consumer relevant labelling elements (DPD), which means which hazard, protection measures, child resistant fastenings
Aim: The students learn to know the most important symbols and their meanings, to identify R- and S-phrases, the relations between them and the symbols and to know the most important hazards of consumer products
Content: o What are dangerous chemicals and chemical products (mixtures)?
Classes of dangers, description of selected dangers. o Consumer protection via risk communication – labelling
Elements of labelling – Danger symbols, Risk phrases, Safety statements Hazard classes with relevance for consumer products – examples
o Packaging - Child-hood fastening, never use packaging used for food! o Questions and discussion o Introduction of the project/exercise/task
Material: Information material (SHemA)
pp-presentation, warm-up exercise, parts of NAPO video
c. Briefing of teachers responsible for the project about relevant activities throughout the
campaign
Time: 16.30-17.30
Material: Information material, T-shirts, posters
project description for students
Step by step project guide for teachers
Questionnaire
Sheets with symbols (in colour)
20
1.2. School Exercise “Labels and Consumers”
Period of time: from day of training to closure event (26.5.)
Date: 21.4. 2012
Activities:
A) Selected tasks to be done by small teams (3-5 participants):
obligatory 1. Identification of dangerous products or groups of products in the shops (collection of
some dangerous products 2. Identification of risk phrases and safety statements on the label 3. One danger symbol – different meanings of St. Andrews Cross
additional: 4. Identification of the need of child-hood fastening 5. Separation of food and dangerous products in the shop
B) Interview for customers about knowledge of labels
C) Preparation of a short report (small study) about findings (photos, etc.) until 1 week before 10.5.
Guidance of students by selected teachers (7, “mentors”) throughout the project
Presentation of results at closure event
Cooperation with supermarket MAXI / Tempo:
First announcement in March issue of the consumer magazine of MAXI markets (monthly edition
60.000, date of issue 10th)
Article with more information in April issue
Report with pictures in May
Report from the closure event in June
21
1.3. Closure Event of “Label and Consumers”
Date: 10.5.2012
Time: 12.30 – 14.30
Location: School
Activities:
Presentation of results
Distribution of certificates for teachers and students
2. Days of Chemistry (Faculty of Chemistry)
Date: 18th April 2012, presentation foreseen from 9:00 to 9:40
Location: Faculty of Chemistry
Participants: Chemistry teachers (ca 200)
Activities: Presentation on campaign and activities by SHemA and teacher of Chemical Food
Technological High School about the trainings from 5.4.2012
3. Between Magic and Chemistry (Museum Night)
Date: 19.5.2012
Location: Faculty of Chemistry
Activities:
Video (from stakeholder event, Oct.´11)
Material: movie and equipment, leaflets
22
4. Health and Safety Workshop
Date: 25.5.2012
Location: Serbian Chamber of Engineers
RTA, STE Licht-Klagge
5. Expo Fair
Date: 31.5.2012
Location: Belgrade Fair
SHemA
6. NGO Workshop
Date: 12.6.2012
Location: Palace of Belgrade
Participating experts: a. SHemA b. Twinning: STE Choudhury, RTA
Material:
Press kit
Poster, large-sized pictograms
7. Campaign Website
Visible button on SHemA homepage leading to campaign page
Material for download: o Electronic press kit including all materials mentioned under 1. o Photographs o Poster
News: Regular announcement of campaign activities and results
Links to Chemical Food Technological High School, Scientific Centre Petnica, Faculty of Chemistry, Museum night, Twinning project, Maxi
Include URL of campaign website on all material that is going to be distributed
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