While many people believe that a serious injury won’t happen to them, the truth is that it happens a lot and has a huge human and economic impact. Our goal for this launch campaign then was to get people to recognize that not only can injuries happen to anyone, but that they can also be prevented.

To reach a mass audience, we ran a mass media, province-wide campaign, including television, newspaper executions, online advertising and ambient executions to catch people in a moment of potential risk. Preventable messages appeared on beaches, bike racks, ski hills, bus backs, transit shelters and more. Our website, preventable.ca, was designed around a blog that comments on preventable injuries in the news and raises questions to engage British Columbians in discussion around these stories.

Often It can take years to change attitudes and behaviours. But after the first campaign we’ve already tracked changes in British Columbian’s attitudes towards preventable injuries.