Last year alone, 82,346 workplace injuries and 378 deaths happened in the province of Onatio. These numbers are unacceptable. We set out to change the societal belief around the inevitability of ‘accidents’ by driving the message that ‘accidents’ don’t happen, safety does. This was the inspiration for ‘There really are no accidents’. Through a fully-integrated approach, the Core Campaign woke Ontarians up from their complacency and forced them to take notice of the importance of workplace safety.

The campaign ran from May 18 – July 9, 2007. Irreverent and in-your-face. It showcased and animated world in which missing limbs and rods through heads were both funny and instructive. Interior transit posters, online ads and a thirty second cinema spot drove teens online to prevent-it.ca to learn about workplace safety for the chance to win weekly prizes like mp3 players, cell phones, video game consoles and scholarships. By transforming the online Young Worker section into Prevent-it Ville, teens learned about their rights and responsibilities without feeling as if they were part of a classroom or an after-school special.