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The Community Against Preventable Injuries
aka ‘Preventable’
Presentation to the BC Public Health Association Summer School
July 25, 2012
Dr. Ian Pike, Director, BCIRPU Dept. of Pediatrics, UBC
Co-Executive Director, Preventable
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Who We Are
• Announced as “SafeBC” in May 2006 by the Minister of Labour and Citizen’s Services
• Provincial commitment to safety and injury prevention “in every aspect of life in BC”
• Make British Columbia “the safest province in Canada”
• Recognition of the magnitude of the issue
• Initiative has evolved - registered non-for-profit governed by a Board of Directors
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The Magnitude of the Issue
In British Columbia
• Each year, 400,000 are seriously injured and 1,200 die
• Leading cause of death for ages 1 – 44
• More children die from preventable injuries than all other causes combined
• Total annual cost = $4.5 – 5.0B
• 3rd largest cost contributor to the BC health care system
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A Provincial Opportunity
Social Marketing Approach
• Understand current attitudes, perceptions and consumer “realities”
• Engage British Columbians “on their own terms”
• Invite them to join the movement
• Raise awareness and begin the “attitudinal shift”
• Transform societal attitudes and behaviours
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A Provincial Opportunity
5
Preventable’s Market Niche
• A holistic social marketing approach to preventable injuries
• Establish an overall injury prevention brand
• Speak to the attitude that connects preventable injuries at home, at work, at play and on the road (Connecting the Dots)
• Build a “community” of divergent interests, coming together for a single issue, under a single banner, using a single approach (critical mass)
• Use partnerships to leverage campaign to further specific health, safety and wellbeing objectives (expand reach)
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How Preventable Works
• Evidence-informed Injury Prevention Pillars:
• Regulation & Enforcement of Legislation
• Engineering & Environmental Design
• Education & Social Marketing (Preventable)
• Partnering to combine the pillars into effective campaigns and strategies
• Leverage the partner activities and establish program synergies
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Social Marketing Continuum
7
Low awareness/
Unengaged
Aware
No mass
engagement
Consciousness
Societal pressure
Behaviour
Modification
Mass
Engagement
Drinking/Driving
Anti-smoking
Helmets
Seat Belts
Recycling
Obesity
Climate Change
Aggressive
Driving
Cell Phone
while Driving
Homelessness
Injury Prevention
30 years 1-3 years 3-5 years 5-10 years
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Preventable Partners
• Partnerships are critical to the Preventable strategy
• To date, over 80 organizations have joined, including some of the largest and most prominent organization’s in BC
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The Campaign
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Campaign Objectives
• Create awareness of magnitude and breadth of preventable injuries
• Start a “discussion” with British Columbians
• Create a province-wide injury prevention “brand”
• Let British Columbians draw their own conclusions
• Opportunity to connect back to partner brands
• Create opportunity to join the movement and become an agent for change
• Target age group: 25 – 55 year olds
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Campaign Development & Delivery
• 2-year iterative process – understand consumer realities and the communication opportunities
• Focus group testing of creative, vetting and approval by partner senior marketing teams
• Not-for-Profit structure and focused mission – important for delivery
• Key to Delivery is Partnership • Tapping into partner customer communication channels
and touch points • Meaningful co-branding to extend market penetration • Leverage partner expertise and resources
• Campaign components: mass media, ambient, community outreach, Internet (www.preventable.ca), Partnership Programs
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Television and Mass Media
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Ambient Messaging and Guerilla Activity
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Partnerships
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Partnership Staff Engagement Programs
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Distracted Driver and Road Safety Initiatives
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Television and Mass Media
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Guerilla activities
Pavement Patty, West Vancouver, September 2010
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Guerilla activities
Digital Speedboard, Cities of Burnaby and Surrey, September 2011
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Ambient messaging
Parking garage ambient, Vancouver
Parking elevator ambient, Vancouver
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Partnerships, Co-branding and Staff Engagement
Transit Shelter Signage, Vancouver & Victoria
Locker Room Signage, Vancouver & BC Parks
BCAA HQ Parking Lot
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Campaign Effectiveness
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Results: Campaign Effectiveness Model
Reaction
Campaign Effectiveness Recall of
preventable.ca advertising campaign
Shifts in key awareness,
attitude and self-report behaviour metrics over time
Source: data collected on a four week roll-on basis via on-line surveys conducted by IPSOS
ASI.
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Campaign Summary
• Campaign launched in June 2009
• Reached over 2M BC customers (≈ 50% of the BC population), every week between June and December 2009, through TV, radio, print and on-line media
• Over 100M media impressions generated
• About 50,000 customers visited preventable.ca in the first year following the launch
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Campaign Effectiveness Results
• Campaign recall increased by 45% (from Jun. 09 baseline to Dec. 09)
• Ads were considered informative, relevant, credible and generated self-reflection
• TV advertising was the key driver of recall
• No advertising fatigue during the campaign period
• Positive shifts (5-10%) observed in attitudes towards injury prevention
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Results: Attitudes – Inevitability of Injury
37%
78%
56%
43%
37%
76%
56%
45%
29%
73%
54%
41%
31%
72%
62%
41%
30%
75%
58%
41%
31%
75%
61%
45%
29%
74%
61%
44%
It is inevitable that people get
injured
Injuries only happen to other
people
The majority of injuries are
preventable
Preventing injuries is a daily
consideration for me
May-09 Sep-09 Feb-10 Aug-10 Nov-10 Feb-11 Sep-11
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Results: Self Reported Precautionary Actions
59%
55%57%
41%
62%
58%
65%
60%
65%
52%
63%64%
62%
57%
65%
49%
72%
58%
65%
61%62%
49%
77%
65%
62%60%
58%
50%
76%
63%61%
60%
65%
51%
73%
60%61% 61%
60%
50%
73%
63%
Around Pools / Lakes
/ Water
Around the use of
ladders
In doing your work Jaywalking to cross a
street
Multitasking while
driving
Driving when
fatigued
May-09 Sep-09 Feb-10 Aug-10 Nov-10 Feb-11 Sep-11
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Results: Number and Rate, Unintentional Injury Deaths by Year and Age Group, BC, 2005-2010
0
100
200
300
400
500
600
700
800
2005 2006 2007 2008 2009 2010
Year
Nu
mb
er
of
De
ath
s
0
10
20
30
40
50
60
70
Rat
e p
er
10
0,0
00
Po
pu
lati
on
0-24 Deaths 25-54 Deaths 55+ Deaths
0-24 Rates* 25-54 Rates* 55+ Rates * significant trend p value <0.05
Pre-Preventable Pre-Campaign Campaign
606
360
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Results: Number and Rate, Unintentional Injury Deaths by Year and Age Group, BC, 2005-2010
0
100
200
300
400
500
600
700
800
2005 2006 2007 2008 2009* 2010*
Year
Nu
mb
er
of
De
ath
s
0
10
20
30
40
50
60
70
Rat
e p
er
10
0,0
00
Po
pu
lati
on
0-24 Deaths 25-54 Deaths 55+ Deaths
0-24 Rates* 25-54 Rates* 55+ Rates
• For years 2005-2008 there were no significant trends in injury death data • From 2009 onward a statistically significant decrease was observed for age groups
25-54 and 0-24 years
* significant trend p value <0.05
Pre-Preventable Pre-Campaign Campaign
542 573 512 489
360
606
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Results: Number and Rates, Unintentional Injury Deaths by Year and Cause, Ages 25-54 Years, BC, 2005-2010
0
50
100
150
200
250
300
2005 2006 2007 2008 2009 2010
Year
Nu
mb
er o
f D
eath
s
0
2
4
6
8
10
12
14
16
Rat
e p
er 1
00
,00
0 P
op
ula
tio
n
Fall Deaths
Drowning Deaths
Unintentional Poisoning Deaths
MV Occupant Deaths
Pedestrian Deaths
Fall Rates
Drowning Rates
Unintentional Poisoning Rates
MV Occupant Rates
Pedestrian Rates
2005-2006 2007-2008 2009-2010 Fall Drowning sig. increase sig. increase sig. decrease Poisoning sig. decrease MVC sig. decrease sig. decrease Pedestrian sig. decrease sig. increase
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Results: Number and Rate of Unintentional Head Injury Deaths by Year and Age Group, BC, 2005-2010
0
50
100
150
200
250
2005 2006 2007 2008 2009 2010
Year
Nu
mb
er
of
De
ath
s
0
2
4
6
8
10
12
14
16
18
Rat
e p
er
10
0,0
00
Po
pu
lati
on
0-24 Deaths
25-54 Deaths
55+ Deaths
0-24 Rates
25-54 Rates
55+ Rates
2005-2006 2007-2008 2009-2010 0 – 24 yr sig. increase 25 - 55 yr sig. decrease sig. decrease 55+ yr sig. decrease
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Results: Summary - Unintentional Injury Deaths Ages 25-54 Years, BC, 2005-2010
• Since 2005, there has been an overall significant reduction of 153 fewer injury deaths among 25-55 year-olds in BC - a significant reduction was only observed during the Campaign period (2009-2010), during which 81 fewer injury deaths occurred among 25-55 year-olds in BC
• When reviewed by cause of injury, significant reductions in injury deaths among 25-55 year-olds in BC were observed in:
• MVC (76 fewer deaths; 2007-2008 and 2009-2010 - Campaign period)
• Drowning ( 7 fewer deaths; 2009-2010 - Campaign period)
• Poisoning (30 fewer deaths; 2007-2008)
• Pedestrian (10 fewer deaths 2005-2006)
• Since 2005, there has been an overall significant reduction of 63 fewer injury deaths among 0-24 year-olds in BC - a significant reduction was only observed during the Campaign period (2009-2010), during which 15 fewer injury deaths occurred among 0-24 year-olds in BC
• This age group represents the children of our target population, and has been the secondary target of campaign messaging
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Results: Number and Rate, Unintentional Injury Hospitalizations by Year and Age Group, BC, 2005/06 - 2010/11
0
5000
10000
15000
20000
25000
2005 2006 2007 2008 2009 2010
Year
Nu
mb
er
of
Ho
spit
aliz
atio
ns
0
200
400
600
800
1000
1200
1400
1600
1800
Rat
e p
er
10
0,0
00
Po
pu
lati
on
0-24 Hospitalizations 25-54 Hospitalizations 55+ Hospitalizations
0-24 Rates* 25-54 Rates 55+ Rates * significant trend p value <0.05
11740 11995
Pre-Preventable Pre-Campaign Campaign
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Results: Rate per 100,000 Population, Hospitalizations by Year & Cause, Ages 25-54 Years, BC, 2005/06 - 2010/11
0
50
100
150
200
250
2005 2006 2007 2008 2009 2010
Year
Rat
e p
er
10
0,0
00
Po
pu
lati
on
Fall Unintentional Poisoning
MV Occupant* Pedestrian * significant trend p value <0.05
1177
890
Pre-Preventable Pre-Campaign Campaign
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Results: Summary - Unintentional Injury Hospitalizations Ages 25-54 Years, BC, 2005-2010
• Since 2005/06, the number and rate of injury hospitalizations among 25-55 year-olds in BC has remained static at approximately 12,000 per year
• When reviewed by cause of injury, since 2005/06 there has been a significant reduction of 287 fewer MVC injury hospitalizations among 25-55 year-olds in BC
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Preventable Campaign Summary
Low awareness/
Unengaged
Aware
No mass
engagement
Consciousness
Societal pressure
Behaviour
Modification
Mass
Engagement
Drinking/Driving
Anti-smoking
Helmets
Seat Belts
Recycling
Obesity
Climate Change
Aggressive
Driving
Cell Phone
while Driving
Homelessness
Injury Prevention
30 years 1-3 years 3-5 years 5-10 years
After the first phase of the Preventable campaign, results indicate: • A positive shift in attitudes and behaviours with regard to preventable injuries • Positive support for the Preventable brand • The campaign is successfully moving British Columbians from low awareness and unengaged
towards increased awareness and engagement • Significant reduction in injury deaths among 25-55 year-olds and 0-24 year-olds during the
campaign period in BC • No change in injury hospitalizations, with the exception of a significant reduction in MVC injury
hospitalizations among 25-55 year-olds in BC since 2005/06
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Thank You
Questions?