Annual Report 2006 - wsib

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There really are no accidents. The making of a successful public awareness campaign The WSIB has a mandate to prevent workplace injuries and illnesses. In support of this mandate, it has a strategy to raise awareness of workplace dangers, change attitudes in the community, and eliminate injuries, illnesses, and deaths from Ontario workplaces. Since 1999, the WSIB has run advertising campaigns to bring workplace health and safety to greater prominence as a community issue. The aim is to bring about the same shift in attitudes and behaviours that has occurred in Ontario on the issue of drinking and driving. WSIB Chair, Hon. Steven Mahoney, P.C. (left), played an important part in the 2006 public awareness campaign – speaking about the campaign to groups across the province The campaigns use print, radio, and television. Surveys show that they have successfully raised awareness, and that attitudes are slowly changing. But for 2006, the aim was to send a message that could not be ignored. The aim was to make health and safety the topic of discussions around the watercooler in workplaces across Ontario. The aim was to force people to take action in their own working lives to improve health and safety for themselves and their co-workers. For the 2006 core campaign, the WSIB called on advertising agency DraftFCB to create a television advertising campaign that would be striking enough to grab and hold the attention of adult viewers of programs such as 24 and Lost. The idea DraftFCB came up with gives a voice to victims of workplace fatalities in a way that is both startling and emotionally affecting. Three television advertisements were devised that graphically present deadly workplace injuries and their physical consequences for the workers involved. The skills of a talented Canadian special effects designer and stuntpeople were used to show how easily horrific events can occur in familiar workplace surroundings. But the ads went one step further by allowing the dead victims to speak for themselves – delivering the message that “there really are no accidents” in the workplace. In the final analysis, every workplace injury, illness, and death is preventable. 12 WORKPLACE SAFETY AND INSURANCE BOARD Annual Report 2006
There really are no accidents. Special effects designer Gordon Smith (left) prepares actress Hayley Andoff for a scene that graphically shows a serious workplace injury. Events such as those shown in the WSIB ads happen every day in Ontario workplaces Actor Patrick Garrow in makeup as an electrocuted worker. In the ad, he rises from his coffin to deliver the message that “there really are no accidents” in the workplace Co-director Guy Shelmerdine (yellow shirt) and members of his cast and crew prepare to recreate a serious workplace injury WORKPLACE SAFETY AND INSURANCE BOARD Annual Report 2006 13
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