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This presentation will discuss the integrated social marketing campaign as operated by Preventable (the Community Against Preventable Injuries—a not-for-profit organization). The campaign is designed to raise awareness and change attitudes towards preventable injuries in British Columbia.
Critical to Preventable’s strategy is its innovative and robust public–private–NGO partnership model, which includes over 80 organizations. Each is committed to generating the resources to sustain a unique and meaningful social marketing campaign to reduce preventable injuries in BC.
The Campaign: Based on two years of formative research, the campaign is an integrated province-wide strategy focusing on awareness, attitudes, and behaviours. The objective is to transform the way citizens think and act about injury prevention, and create the critical mass necessary to transform societal attitudes and behaviours toward injury prevention on the road, at work, home, or play.
Results: The campaign was launched in June 2009 and employs a robust monitoring and evaluation model. Data were gathered at eleven points in time and demonstrate significant shifts in injury awareness, attitudes, and self-reported behaviours among a representative randomly selected sample of respondents throughout BC, together with reductions in associated injury deaths and hospitalizations.
DISCLAIMER: The opinions expressed by speakers and moderators do not necessarily reflect the official policies or views of Public Health Ontario, nor does the mention of trade names, commercial practices, or organizations imply endorsement by Public Health Ontario.
Presenter: Dr. Ian Pike
Dr. Ian Pike is associate professor, Pediatrics at UBC; scientist, Child and Family Research Institute; director, the BC Injury Research and Prevention Unit, network researcher with AUTO21; and co-executive director, The Community Against Preventable Injuries.
Dr. Pike is the co-principle investigator of the CIHR Team in Child and Youth Injury Prevention in Canada. His research is funded by CIHR, AUTO21, and Public Health Agency of Canada, and includes national projects to develop and validate injury indicators for Canadian children and youth; injury prevention among First Nations and Inuit children and youth; child passenger safety; risky play; and, the efficacy of social marketing to reduce preventable injuries. He has given more than 50 invited presentations, including 12 keynote talks, and more than 30 continuing education sessions to physicians, nurses, and public health and safety professionals. He has also published 35 peer-reviewed journal articles and more than 50 government reports.
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