Safety Matters

The “What Matters Most” and “#thismatters” social marketing campaigns from the WCB and Department of Labour and Advanced Education were each recognized with gold MarCom Awards this past week.

The What Matters Most campaign continues to garner a great deal of attention for the way it has resonated with Nova Scotians. Television ads were launched in the spring of 2014, portraying diverse stories of family members waiting for their loved ones to return home from work safely. The campaign was also brought directly to communities across the province with the message appearing on signage at various public events. The ads can now be spotted on screens at Tim Hortons’ locations in the province.

The #thismatters campaign was developed to speak specifically to the province’s young workers, inviting them to share why working safely matters to them by hashtagging their photo on Instagram. The campaign took place over the summer of 2014, and each week, a photo was chosen and the owner of the photo was provided with a $500 prize.

Administered by the Association of Marketing and Communication Professionals, over 6,500 entries from the US, Canada and 15 other countries were judged. The Gold Award is presented to those entries judged to exceed the high standards of the industry norm. These two campaigns were among the 23 per cent of the 6,500 entries that were deemed Gold Winners.