The Health & Safety exectuive have launched a new TV mini-series, entitled 'Work Smart' targeted at UK Asians. It has always proved difficult to reach these audiences with health and safety messages. This excludes them from much Health and Safety Executive publicity. The new real-life 'Work Smart' mini-programmes on health and safety, all featuring Asian participants, last 45 seconds, and feature a personal story about a health or safety incident in the workplace.

The 'Worksmart' series in its more general form has already run on ITV in 2001 and 2002. It achieved a 250% increase in awareness of health and safety issues amongst viewers in the target audience. A version aimed at young audiences is currently appearing on selected satellite channels.

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

Click here to visit the Health & Safety Executive website.