Ontario’s WSIB Launches New Workplace Safety Awareness Campaign

You Can Never be Too Safe

TORONTO, October 20, 2008 – With today’s launch of its newest social marketing campaign, the Workplace Safety and Insurance Board (WSIB) continues its efforts to build a societal belief that there really are no accidents, creating a national habit of safety on the Road to Zero.

Since 1999, the WSIB has developed a marketing campaign each fall to raise awareness about workplace health and safety. Over the past two years, this campaign has attracted increased attention by using graphic ads to communicate the message: “There really are no accidents.”

This year’s campaign builds on this momentum, featuring the key message: “You Can Never Be Too Safe.” This message is followed by three important safety reminders for workers: ? Use proper safety equipment Demand proper training Refuse unsafe work.

“We hoped our graphic public awareness campaign last year would shock people into action to decrease the staggering number of workplace fatalities,” says Steve Mahoney, WSIB Chair. “This isn’t happening quickly enough, so we’re incorporating a stronger educational element this year. We won’t stop until every person in every workplace – worker and employer alike – takes responsibility for workplace safety and spreads the message that zero is the only acceptable number of workplace injuries, illnesses and fatalities.”

In the TV spots, viewers will most likely recall last year’s memorable ads and believe that they’re about to witness a tragedy unfold. However, at the last minute a key intervention changes the outcome illustrating how incidents can be avoided. Print ads use humour by showing typical workplace scenes where people are taking exceptional precautions to avoid workplace incidents.

The campaign runs until December 14 across Ontario and includes TV commercials, cinema spots, print ads, transit shelter ads, Internet advertising and the prevent-it.ca website. In addition to English and French, print ads will also run in many other languages including Polish, Chinese, Portuguese, Punjabi, Spanish, and Tamil.

Ontario’s Workplace Safety and Insurance Board (WSIB) plays a key role in the province’s occupational health and safety system. The WSIB administers no-fault workplace insurance for employers and their workers and is committed to the prevention of workplace injuries and illnesses. The WSIB provides disability benefits, monitors the quality of healthcare, and assists in early and safe return to work for workers who are injured on the job or contract an occupational disease. www.wsib.on.ca