HIGHLIGHTING INJURY PREVENTION IN ONTARIO
Case Study 1: The Community Against Preventable Injuries (Preventable)
The Community Against Preventable Injuries (Preventable) is the first social marketing campaign targeted at reducing the burden of preventable injuries in British Columbia.
The campaign works by broadcasting messages that are personal and relevant to a target population of those aged 25-55 years. This age group includes those who may be the parents of children and youth, as well as the children of older adults. The campaign is based on the phrase “You’re probably not expecting to…” completed by messages such as “…need a helmet today” and “…drown today.”
The Preventable campaign strives to create opportunities for people to use their imagination and draw their own conclusions about the risk of injury, rather than using scare tactics or a lecturing tone, which were found to be less effective with the target demographic. It was launched with a mass media blitz supported by ambient and guerrilla messaging in key locations, such as school zones, beaches, and workplaces, as well as television and online media as these have been proven to be the most effective channels to reach the target audience.
- During the 2009-10 campaign period, there was a 26% decrease in injury deaths
- Monitoring indicated a 5-10% positive shift in attitudes as self-reported precautionary actions,
- as well as support for the Preventable brand
- A significant reduction in deaths was seen for the 0-24 year age group during the same period, which represents the children of the target population
Preventable has also been implemented in Alberta and work is underway to bring it to the Atlantic provinces.