WorkSafe Saskatchewan
Film (Duration in minutes)
5 minutes 21 seconds minutes
Product description
Strategic objectives:
The strategic objectives were:
- To create awareness about[nbsp] the high number of work-related motor vehicle collisions in Saskatchewan. Call to action to drive safe.
- Educate the public around some of the key causes of motor vehicle collisions.
Timelines:
The campaign ran from Nov. 11 – Dec. 12, 2019
Duration: four weeks
The primary focus of our strategy for this campaign was using veteran, Saskatchewan Roughrider player, Dan Clark. The Saskatchewan Roughriders are the pride of Saskatchewan and are loved by all ages. Dan is active in the community and does speaking events throughout the province. While on one of his speaking engagements for the Saskatchewan Roughriders, he was involved in a serious roll-over on a rural gravel road.
The campaign was launched just prior to the Saskatchewan Roughriders playing in the Canadian Football League's western final game. This was done to leverage awareness for the campaign and our safety message with an audience that was actively watching all things related to the Saskatchewan Roughriders at the time. We believe this is reflective in the stats shown below.
Tactics:
Paid and organic social media
- Impressions = 817,650
- Number of clicks to our Motor Vehicle Safety (MVC) landing page = 8,960
- Number of conversions (views of video or PDF download) = 732 (717 were the video)
Organic social media
- Unique page views – 1,324
- Bounce rate – 25.48%
- Number of shares: 196
- Number of reactions: 546
- Number of comments: 61
Bell Media - Behavioural targeted[nbsp] and Run of Network (RON) ads
Behavioural ad impressions: 749,000
- Clicks through to video: 1,262
Cost-per-click ads on Bell network ads; impressions: 2,550,619
- Clicks through to video: 4,175
Bell RON impressions: 104,118
- Clicks through to video: 327
Radio
Radio was run on five of the top Saskatchewan radio stations reaching the majority of the Saskatchewan population. The 30-second ads were run from Nov. 13 - Dec. 12, 2019 at a minimum of 25 spots per day.
Aims and objectives
The key messages for the motor vehicle collisions campaign were:
- Be smart, drive safe.
- In 2018, there were 636 vehicle collisions resulting in serious injuries or fatalities in Saskatchewan.
- Driving on gravel is three times more likely to cause a fatal or injury-causing collision.
- Men are one and half time more likely to be in a fatal or injury-causing collision.
Primary audience is males aged 18-54
Campaign
Awards
Safety and health
Contact details Editor
Saskatchewan Workers' Compensation Board
200 - 1881 Scarth Street, Canada-S4P 4L1 Regina
1-306-787-4651 - 1-306-519-4220 bmonteith@wcbsask.com http://www.wcbsask.com
Contact details Production company
Saskatchewan Workers' Compensation Board
200 -1881 Scarth Street, ca-S4P 4L1 Regina
306-787-4386 cvanderveen@wcbsask.com
http://www.wcbsask.com