Social Marketing to Prevent Serious Injuries in BC

Injuries aren’t random, unconnected, unpredictable events. They happen because we choose to close our eyes to the risks that are right in front of us. Why? Because we tend to believe that “it will never happen to me.” This attitude is the common thread underlying behaviours that lead to serious injuries at home, at play, at work and on the road.

The Community Against Preventable Injuries (a.k.a. Preventable) saw a significant opportunity to speak to people about their attitude towards injuries via an innovative social marketing campaign grounded in a theoretical model of health behaviour change. Without trying to shock or shame people into behaving differently, Preventable aims to be present with a reminder in the right time and place: before and injury occurs.