WebN’R: SAFE WORK: Promoting a Culture of Safety and Health in Manitoba
Advocacy and Social Marketing Program
Thursday, November 13, 2008, 2 p.m., ET

BUSINESS CASE

To decrease Manitoba workplace health and safety incidents, the Workers’ Compensation Board of Manitoba, the provincial Workplace Safety and Health Division and ChangeMakers Marketing Communications began a campaign in 2003 to create SAFE Work Manitoba, an injury and illness prevention strategy, to reduce injury rates in the workplace by 25 per cent, over five years. The campaign also needed to build a culture of safety and health that would cement itself into the minds of all provincial workers.

In 2007, SAFE Work marked its fourth successful year, yet there was still a need for a stronger social marketing program, repositioning SAFE Work to meet its five-year goal.

TARGET AUDIENCE

Was it possible for the 585,000 Manitobans in the workforce, to further reduce the time-loss injury rate? And could workplace management play a key role in achieving this goal?

OBJECTIVES

Two main objectives came into play:

• to increase awareness of SAFE Work and the importance of safety at work
• increase support for workplace safety programs to ensure more people support SAFE Work in their workplace

Discover ChangeMakers’ six-step Stages of Change model. And learn the six communications tactics used to reach positive results, i.e., when consumers move from contemplation, to action, and finally consolidation while sustaining the change.

RESULT

Using 2003 evaluating Key Performance Indicators (KPIs) as a comparison, this WebN’R will present amazing statistics underscoring the success of the campaign.

BIO: Jim Kingdon, Managing Partner & CEO, ChangeMakers Marketing

Jim is a nationally recognized social marketing communications strategist with over 25 years of corporate and public service experience. He has received numerous international marketing, advertising and communications awards, including an IABC Gold Quill Award of Excellence, an IABC Silver Leaf Award of Excellence, two IABC Silver Leaf Awards of Merit, International Summit Advertising Awards, Dalton Pen Awards of Excellence and a Clio Award of Excellence for television advertising.

Jim is sought out for his issues management, public consultation and media relations expertise and has extensive experience managing highly sensitive corporate and public issues in national and international media. His social marketing and business acumen is grounded in academic studies in sociology and psychology. Jim is a recipient of the Distinguished Alumni Award from the University of Manitoba and is a member of the International Association of Business Communicators and the Canadian Public Relations Society.