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Injury Prevention
BrainTrust Canada's Injury Prevention program is comprised of three focus areas:
- Education
- Enforcement
- Social Marketing
Education
Injury prevention through education involves various aspects of awareness of brain injury prevention strategies to the public. This includes educating the public about brain injury and ways to prevent it from happening. Individuals or groups of people who benefit most from educational campaigns are compliant with the required behaviour. That is, they know the right thing to do and generally do it. For example, it is evident in our society for the most part, young children wear helmets while skiing. An educational campaign might involve reinforcing the wearing of helmets and further instruction on how to properly fit them.
Education Injury Prevention Programs:
High School
Kindergarten
Concussion
Community Events
Okanagan Conference
Enforcement
BrainTrust Canada's enforcement campaign involves supporting enforcement efforts already in effect (i.e. the wearing of seatbelts, anti-drinking and driving campaigns, etc.). We are also involved in new initiatives to prevent injury such as small wheeled vehicle mandatory helmet use (i.e. skateboards, in-line skating, scooters, etc.).
Social Marketing
Our Social Marketing program is a highly respected program that involves prevention strategies designed to bring about social change using traditional marketing strategies to change behaviors.
- Mass Media - Television, Radio, Print (ie. newspapers, magazines)
- Internet: new protectyourhead.com website
- Outdoor advertising (ie. bus shelters, billboards)
Social marketing strategies are the most effective (best practice) in creating behaviour change because they incorporate five critical aspects of behaviour change characteristics:
- the change contains a relative advantage over what exists
- the change is compatible with social norms
- the change is not complex
- it can be “tried out”
- you can see another's success
The concept relies on the knowledge of the consumer group, the incorporation of action in the message and includes an exchange of tangible or intangible benefits.
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Protectyourhead.com – Social Marketing – Injury Prevention Initiative
In the fall of 2005 we embarked on a campaign that focus's behaviour change on a broad basis rather than just one aspect of safety.
Target Audience:
Our Social Marketing campaign is targeted at our largest target audience for brain injury - males 16 – 30 years of age. The attributes of this demographic include the following:
- Invincibility – do not think injury could happen to them and often do not feel at risk
- Engage in high risk behavior related to social circumstance such as peer pressure
- Listen best to direct, hard-hitting messages and inherently know the right thing to do
Objective: to change decision making behavior and prevent injury before it happens, when the course of events is being created. Action is undertaken when the audience believes the benefits they receive are greater than the costs they could incur.
Strategy: a Social Marketing campaign that is provincial in scope (BC) and targets our audience through key media including:
- Television – targeted airtime during high viewership programs for our target audience
- Radio – rock stations targeted to males 16 - 25
- Print – daily and community newspapers + targeted magazines
- Internet – website with information on effects of brain injury, prevention strategies, etc.
- Outdoor advertising – i.e. bus shelters, billboards
- Audio visual presentation to key stakeholder audiences, i.e. schools, community centres
For more information related to protectyourhead.com social marketing please contact Magda Kapp at (250) 762-3233 or mkapp@braintrustcanada.com.
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Related information:
Injury Prevention |
Stats | Brain Injury Education | Community Events
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