ACICR 2007 -2008 Annual Report Addendum - Alberta Centre for ...

Seniors’ Falls Prevention Awareness Project
Background
Goal
Status
The risk of falling and being injured in a fall increases as people age. It is
estimated that one in three persons over the age of 65 is likely to fall at least
once a year. In 2003, falls were the leading cause of injury-related hospital
admissions in Alberta, costing the Alberta economy nearly $88 million. By 2033,
when the majority of baby boomers become seniors, the hospitalization cost of
seniors’ falls if left unchecked is expected to reach $250 million. While the dollar
value of falls can be calculated, the impact these injuries have on quality of life
is much more severe, especially in terms of Alberta’s seniors and their families.
Finding Balance is an awareness campaign that has been designed to raise
awareness of the cost and magnitude of the injury problem of falls for Alberta
seniors and to provide Alberta seniors with action-oriented prevention messages
and direction for support.
To generate a critical mass of awareness regarding the magnitude of the injury
problem of seniors’ falls in Alberta and to promote individual and community
action to prevent falls.
A communication company was contracted to help secure funding and to garner
support from the Government of Alberta to declare a Seniors’ Falls Prevention
Awareness month entitled ‘Finding Balance’. The intent is that this will be a
multi-year campaign featuring specific messaging addressing an identified
target audience. November 2008 is the launch date and will target well older
seniors living in the community. An Advisory Committee has been struck with
representatives from all 9 Regional Health Authorities, and organizations such
as Alberta Medical Association, Alberta Pharmacists Association and Alberta
Centre for Active Living. This committee serves in an advisory capacity offering
perspectives from a range of constituencies to provide conceptual or big picture
input, observations and recommendations related to moving the falls prevention
campaign forward.
Partners & Sponsors • Alberta Medical Association
• Alberta Seniors’ Falls Prevention Network
• Alberta Seniors’ Falls Prevention Awareness Advisory Committee
Contact
Ms. Lynda McPhee, Education Coordinator
Phone: (780) 492-9768
Email: lynda.mcphee@ualberta.ca
Alberta Centre for Injury Control & Research Page 31 of 66 Annual Report Addendum 2007/2008