WCB social marketing campaign calls for action on workplace safety

Sometimes, no news is good news.

That’s the idea at the core of a newspaper ad campaign unfolding this week across Nova Scotia, as part of the latest social marketing efforts from the province’s Workers’ Compensation Board.

The print ads in various sections show spaces “left blank” because the injuries were prevented, and therefore, didn’t create a story. The “unreported news” starts appearing this week in daily newspapers across Nova Scotia.

Like the rest of the WCB’s social marketing efforts, the idea is based in compelling market research. Most working Nova Scotians believe there is nothing they can do to make their workplaces safer. According to a recent poll only 43% of employed Nova Scotians said they felt there was something they could do to make their workplaces safer.

Looking at the findings more closely, about 40% of workers, 50% of managers, and 46% of business owners said they could take action on safety in their workplaces.

Other research shows more than half of Nova Scotians consider workplace injury an inevitable part of life, compared to just over 30% who feel the same way about injuries caused by drinking and driving. This disturbing suggestion of complacency about workplace safety underlines the culture change needed in Nova Scotia.

“Safety is everyone’s responsibility,” says Shelley Rowan, Vice President of Strategy and Employee Engagement with the WCB. “Everyone in a workplace has a responsibility for preventing workplace injury. Our new campaign aims to inspire action in the workplace. With an injury every 15 minutes and incredible human and economic toll, Nova Scotia needs action on workplace injury.”

Television spots introduced earlier this year feature stories of safety hazards that are being ignored. A protruding nail, a misplaced bucket, and a broken ladder are literally calling out for someone to do something about them before they cause an injury.

Interactive ads running on popular websites allow the user to click on the hazard to fix it – for example, to move the bucket or to fix the ladder. If they do nothing, the injury takes place. If they take care of the hazard, nothing happens. Radio will follow this summer.

“By applying very human traits to inanimate objects, like a bucket and ladder, the message is presented in a direct and emotional way,” said Cliff Thompson, Extreme’s associate creative director for the campaign. “When trying to inspire people to take action in their workplace, the more straightforward the approach, the better.”

In Nova Scotia, the campaign is backed by a full interactive online environment at worksafeforlife.ca. Workers and employers can take safety into their own hands in an innovative environment that includes activities, downloads, and information. There’s also a blog and e-cards based on safety and return to work messages.

The integrated multi-media campaign was developed by Extreme Group, and in partnership with the WCB’s counterparts in Newfoundland and Labrador and Prince Edward Island. Media planning and buying handled by Cossette Atlantic.

The 2008 general awareness television and web campaign can be viewed here.

New Brunswick Feels Like Home

If you live in New Brunswick or know someone who does, chances are you're familiar with Alpine Lager. Either you drink it yourself, you know someone who drinks it or know someone who knows someone who does. Maybe your father drank it. Maybe he had a friend that worked at the brewery. The point is, for years Alpine Lager beer has been a part of the social fabric that is New Brunswick. Long before micro-breweries, light beers and energy drinks, Alpine was there.

Our new TV campaign for Alpine Lager has been launched to celebrate the honest and genuine lifestyle shared by those who know what home really feels like. "Feels Like Home" is about an inherent understanding of the shared values and experiences New Brunswick has to offer. Including Alpine beer.

Launched during the Stanley Cup playoffs and including outdoor and retail efforts, the campaign will run throughout the summer reminding people that everything New Brunswick and Alpine offer is all you need to feel like you're right where you belong.

Lee gets dropped off from TAXI to Extreme Group

Extreme Group continues to grow its Toronto office with the addition of Chris Lee as account director. Lee joins us from TAXI where he helped lead the Canadian Tire account for the past few years.

“As we grow the agency it’s really important to get individuals with this kind of valuable experience on board,” said Paul LeBlanc, CEO of Extreme Group. “Chris’ ability and energy along with his knowledge of the Toronto market are great assets as we expand.”

Lee comes to Extreme as an account director with nine years experience in the advertising business. Aside from his tenure with TAXI, he has worked with JWT, BBDO, Downtown Partners and PJDDB. His client experience includes Sony Canada, Labatt, Michelin, Ontario Lottery & Gaming Corporation, and Pepsi. Lee also worked on the highly awarded Bud Light Institute campaign.

“I’m thrilled to be a part of the Extreme Group’s expansion into Toronto,” said Lee. “I love the agency’s philosophy and approach to communication challenges and I’m excited to help produce some really great work.”

Lee began working on Extreme’s accounts in March. He will initially be responsible for our new clients in Toronto.

Extreme named one of Canada's top agencies

Marketing Magazine has listed Extreme Group among the top ten agencies in the country. The magazine’s editorial team selected the finalists based on the criteria of strategic and creative innovation, financial success and leadership. It is the first time an Atlantic Canadian based agency has been included as a finalist.

“If the enormous success Extreme has had since it began 10 years ago is anything to go by, the kids who rocked the boat on the coast will no doubt crack open a cold one, throw one hell of a party and stir up the waters in Toronto,” says Marketing Magazine.

“This has been an amazing year for Extreme,” said Paul LeBlanc, CEO, Extreme Group. “We’ve brought our decade of success here in Atlantic Canada to the Toronto market. It’s a huge accomplishment to us to have our story recognized by Marketing Magazine.”

In addition to securing new business with local clients such as the Atlantic Lotto Corporation, Workers’ Compensation Board of Nova Scotia and Golf Cape Breton, Extreme Group has won major clients in Ontario. In 2007 Extreme Group added Research in Motion, Cadillac Fairview, Country Style, The Incredible Country Hardware Store (TSC), and BDO Dunwoody to its roster.

“We’re not your typical agency,” said Shawn King, Vice President and Creative Director. “The things that have made us innovative and award winning here in Halifax will stay with us as we continue to break new ground.”

Marketing Magazine named Lowe Roche Canada’s top agency at the second annual Marque Awards held November 29 in Toronto. We send our congratulations to them and to all of our fellow finalists on a very successful year.