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TRANSCRIPT
Preventable: Social Marke2ng to Reduce Serious Injury
Presenta2on to: Public Health Ontario October 28, 2014
Presenta2on by: Ian Pike, BSPE, MSc, PhD Associate Professor, Pediatrics, UBC Director, BC Injury Research and Preven2on Unit Co-‐Execu2ve Director, Preventable
Disclosure
• Pike receives a salary support grant, equivalent to 0.2 FTE, from the Community Against Preventable Injuries.
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Agenda
• The Scope of the Problem
• The Campaign and the Study
• The Impact and Results
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Injury is the fastest growing and least
researched of all modern epidemics World Bank, 2008
Canada’s Invisible Epidemic SMARTRISK Founda2on, 2005
The Human Toll of Preventable Injuries
• On average, 13,500 Canadians die and over 200,000 are hospitalized each year from preventable injuries
• Each year, almost 70,000 are leZ with a permanent disability
• Leading cause of death for Canadian’s age 1 – 44
• More children in Canada die from preventable injuries than all other causes
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During this presenta:on…
• 2 Canadians will die as a result of injury
• 360 will require medical a\en2on for injury, of which 24 will be hospitalized
• 8 will be disabled
• Leaves gaping holes in families, communi2es, workplaces and society, and creates huge costs
The Human Toll of Preventable Injuries
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The Financial Impact of Preventable Injuries
• Annual health-‐related injury cost $ 10.72 B
• Total es:mated cost $ 19.80 B
• During this presenta2on $2.26 M will be added to the cost of injury in Canada
• Equivalent to: $37,671 per minute
• 5th largest cost contributor to the health care system and a greater economic burden than cancer
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The Biggest Problem
• Most people think “It won’t happen to me”
• This is the a_tude that leads to 400,000 preventable injuries in BC each year
• 90% of all injuries are both predictable and preventable
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The Study
The Purpose of the Study: To determine the effec2veness of a social marke2ng campaign to affect knowledge, a_tudes and behaviours, and to reduce preventable injuries in Bri2sh Columbia
Preventable Objec2ves
• Preventable -‐ registered non-‐for-‐profit governed by a Board of Directors
• Province-‐wide injury preven2on social marke2ng strategy
• Establish an overall injury preven2on “brand”
• Engage mul2ple partners -‐ emphasis on a private sector leadership
• Establish cri2cal mass necessary to transform BC a_tudes and behaviours
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Preventable Partners
• Partnerships are cri2cal to the Preventable strategy • To date, over 80+ organiza2ons have joined, including some of the largest
and most prominent organiza2on’s in BC and across the country
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Where Preventable Works
• Evidence-‐informed Injury Preven2on Pillars:
• Regula2on & Enforcement of Legisla2on
• Engineering & Environmental Design
• Educa2on & Social Marke2ng (Preventable)
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Study Objec2ves
• To engage Bri2sh Columbians “on their own terms” and to understand their a_tudes, behaviours and consumer “reali2es” with regard to injury preven2on
• To u2lize a holis2c social marke2ng approach to address the common a_tudes underlying preventable injuries
• To speak to the a_tude that connects preventable injuries at home, at work, at play and on the road
• Build a “community” of divergent interests, coming together for the injury issue, and to reduce the burden of injuries in BC
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The Campaign
Campaign Methodology
• 3-‐year needs assessment and forma2ve evalua2on – understand consumer reali2es and the communica2on opportuni2es
• Baseline Measures - Knowledge and A_tude Survey - Hospitaliza2on and Mortality Data - Economic Burden of Injuries in BC
• Focus group tes2ng of crea2ve – representa2ve samples of Bri2sh Columbians in the target popula2on (25-‐55 yr)
• Partnerships • Tapping into partner customer communica2on channels and touch points
• Meaningful co-‐branding to extend market penetra2on • Leverage partner exper2se and resources
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Pre-‐Campaign A_tudes of Bri2sh Columbians
• 76% agree preventable injuries are a serious problem
• 67% are unaware of the scope of the issue • 72% agree that preventable injuries &
deaths are an inevitable part of life
• 82% agree all motor vehicle crashes are preventable
• 71% agree all poisonings are preventable • 67% agree all falls from ladders are preventable • 57% agree all drowning is preventable
Campaign Components
• Mass Media (general and targeted)
• Ambient / Out of Home
• Guerilla Activities
• Social Media and Internet Strategy
• Partnership Programs
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Television and Mass Media
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“Probably Not Expec2ng”
Drowning Preven2on
Distracted Driving
Fall Preven2on
Television and Mass Media
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“Have a Word with Yourself”
Drowning Preven2on
Distracted Driving
Fall Preven2on
Television and Mass Media
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Expert Champions
Ambient Messaging and Guerilla Ac2vity
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Ambient Messaging and Guerilla Ac2vity
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Partnerships and Co-‐branding
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Partnership Staff Engagement Programs
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Partnership Staff Engagement Programs
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• Partnership between WorkSafeBC and 5 major construc2on firms in BC
• Signage placed at 8 sites for ini2al pilot and have signage placement con2nues to expand
Campaign Effec2veness
Evalua2on Framework: Social Marke2ng Con2nuum
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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
Results: Campaign Effec2veness Model
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Reaction
Campaign Effectiveness Recall of
preventable.ca advertising campaign
Shifts in key awareness, attitude
and self-report behaviour metrics
over time
Campaign Launch Summary
• Campaign launched in June 2009
• Reached over 2M BC customers (≈ 50% of the BC popula2on), 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 Launch Effec2veness Results
• Campaign recall increased by 45% (from Jun. 09 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: Awareness – Magnitude of the Issue ‘Seen’ (n=547) vs ‘Not Seen’ (n=217)
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0% 20% 40% 60% 80%
Injuries are an important issue to Bri2sh Columbians
Injuries cost Bri2sh Columbians billions of dollars
Injuries cost Bri2sh Columbian’s lives
Injuries are the #1 killer for those aged 1-‐44 in Bri2sh Columbia
Not Seen
Seen
*
*
*
* p < 0.05
0% 10% 20% 30% 40% 50% 60% 70%
Concern About Injury Impact
Concern Impact of Injury – Life
Concern Impact of Injury – Family
The majority of injuries are preventable
It is inevitable that people get injured
No one an2cipates ge_ng hurt
Injuries only happen to other people
Preven2ng injuries is a daily considera2on Not Seen
Seen
p < 0.05
*
*
*
*
*
Results: A_tudes – Inevitability of Injury ‘Seen’ (n=547) vs ‘Not Seen’ (n=217)
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0% 10% 20% 30% 40% 50% 60% 70% 80%
Mul2tasking while driving
Mixing medica2ons
Storing dangerous materials/products
Driving while fa2gued
Riding a bike without a helmet
Around ladders
Around the pool/lakes/water
Near power lines
In your work environment
Taking prescribed medica2on as directed
Jaywalking to cross a street
Taking over-‐the-‐counter medica2on Not Seen
Seen
p < 0.05 *
*
* * *
* * *
Results: Self Reported Precau2onary Ac2ons ‘Seen’ (n=547) vs ‘Not Seen’ (n=217)
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Results: Uninten2onal Injury Deaths in BC, 2005-‐2011
Needs Assessment Forma2ve Evalua2on Campaign and Monitoring
Results: Uninten2onal Injury Deaths in BC, 2005-‐2011
• In the period 2005-‐2011,
• There was an overall significant reduc2on of 149 injury deaths in BC among 25-‐54 yr olds
• Since the campaign launch in 2009, there were 49 fewer injury deaths among 25-‐54 yr olds
• There was an overall significant reduc2on of 41 injury deaths in BC among 0-‐24 yr olds
• Since the campaign launch in 2009, injury deaths among 0-‐24 yr olds remained stable at approximately 132 per year
• There was an overall significant increase of 315 injury deaths in BC among 55+ yr olds
• Since the campaign launch in 2009, there were 199 more injury deaths among 55+ yr olds
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 AZer the first phase of the Preventable campaign, results indicate: • A posi2ve shiZ in a_tudes and behaviours with regard to preventable injuries • Posi2ve support for the Preventable brand • The campaign is successfully moving Bri2sh Columbians from low awareness and unengaged towards increased awareness and engagement
• Reduc2on in injury deaths among 25-‐55 year-‐olds and 0-‐24 year-‐olds during the campaign period in BC
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Results: Awareness – Magnitude of the Issue BC Popula2on Es2mates
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Results: A_tudes – Inevitability of Injury BC Popula2on Es2mates
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Results: Self Reported Precau2onary Ac2ons BC Popula2on Es2mates
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