Preventing Childhood Injuries

SC worked with a coalition of five regional health units to develop a multi-media public awareness campaign to remind parents and caregivers of children under 6 that most injuries are predictable and preventable, either through preventative measures or adequate supervision.

Our focus group research demonstrated that most parents resist messages that seem to lecture, or become defensive if told that they are doing something wrong as parents. Yet there were facts that were new to them, and could be genuinely helpful — for example, the greatest risk of poisoning comes not from the cleaning supply cupboard but from the medicine chest.

Our solution was to add a dash of humour to the messages, and to speak to parents as fellow parents. SC developed two characters, Dakin and Maddy, whose adventures are the highlight of a series of three radio spots, colour posters, and newspaper ads, as well as a free home safety colouring book.

Click here to download the
Home Safety Colouring Book
(1084 kb PDF)

	Radio spot 1 "Today I reached the top..." (810 kb MP3)
	Radio spot 2 "Goin' through the jungle..." (810 kb MP3)
	Radio spot 3 "Foamy Stuff..." (808 kb MP3)
	Radio spot 4 "Ladies and gents..." (813 kb MP3)