partnership the important safety mes-sage promoted in the campaign receives wider coverage, and chiropractors, who are portrayed as experts concerned about safety, receive excellent public exposure. In today’s wired world, provincial and national borders do not mean much in communications. People in Saskatch-ewan, Newfoundland or British Colum-bia can easily view the Think Twice, Lift Once campaign videos posted on the BCCA website and YouTube channel. Wider distribution of the same high-quality materials reinforces and adds credibility to the message that some viewers may have already seen. More people will be educated by a safety mes-sage that is delivered by a chiropractor who understands and cares about pre-vention, safety and health. tion measures in workplaces and regulatory standards; and; strengthening the internal and external responsibility systems. The WCB’s primary role in this pro-cess was promotion, especially through the creation of public awareness, data gathering and analysis, and funding research. It was to accomplish this by engaging with community partners to help discuss the challenge of preventing workplace injuries and illnesses. As part of this process, the WCB de-veloped a series of co-branded communi-ty campaigns that focused on preventive care and tied key suppliers and partners to their own Safe Work programs. Fol-lowing discussions with BCCA concern-ing its affiliation with WorkSafe BC, the MCA embarked on forging a partnership with WorkSafe Manitoba. at helping Manitobans reduce risk and prevent injury. Straighten Up Mani-toba, Best Foot Forward and Fit in 15 all consist of easy-to-do stretches and exercises that will help you condition your body to prevent injury. The agreement While the WCB was responsible for production (camera, editing and post-ing), the MCA was responsible for con-tent. We wrote the initial script for the spot and actually provided the work-space for the shoot (the MCA offices). The MCA and the WCB worked together to select the talent. In the end, the MCA paid $12,500 to cover some of the production costs and the WCB covered the remaining costs, which included the shoot, the edit-ing, the talent, the lighting, props and the entire media buy. The ad ran for a scheduled four-month period as part of the WCB ad campaign. The direct me-dia buy was in excess of $50,000 with an additional estimated $50,000 in me -dia advertising as part of an ROS pro-motional agreement with the stations. In addition, the spots were uploaded to both the MCA and the WCB websites – and they can still be found on both sites to this day. To further leverage our expo-sure during the campaign, the MCA launched its winter ad campaign to coincide with the launch of the WCB media buy – effectively giving the MCA two working media buys on four lo-cal television stations during the same four-month period (because the MCA was involved in the development of the WCB script, the format and message was consistent between the two cam-paigns). Exposure during that four-month period was exceptional and the MCA received a tremendous response from both consumers and members. The program also helped to strengthen the relationship between the MCA and the WCB as they were able to promote Manitoba Chiropractors as one of their SAFE Momentum partners. • For more information on the chiro-practic associations of British Colum-bia, Saskatchewan and Manitoba, please visit their websites at www.bcchiro.com, www.saskchiropractic.ca and www.mani-tobachiropractors.ca/ respectively. www.canadianchiropractor.ca This messaging lets the public know that chiropractors care about public and employee safety, as well as about employer costs and the time lost by injured workers. Partnering with the Workers’ Com-pensation Board to run the campaign is an opportunity to strengthen the rela-tionship between provincial chiroprac-tors and Workers’ Compensation Boards. It also underlines the message that chiro-practors care about public and employee safety, as well as about employer costs and the time lost by injured workers. The partnership The MCA has had a long-term rela-tionship with Workers’ Compensation in the province. In the last few years a portion of our discussion has been dedicated to the programs the MCA was developing to promote our organi-zation’s focus on making people’s lives better. This relationship coupled with the new WCB initiative made the MCA a perfect partner for one of the commu-nity campaigns. As part of the process, the MCA agreed to cover a small portion of the production cost, and in return, the WCB offered to feature the MCA as a partner in a television ad that would ac-tually feature the MCA message and the key programs that we had added to the “Making your life better” website. The focus for the joint ad was on the fact that “Manitoba chiropractors have always played a role in pain relief fol-lowing an injury, but – today – chiro-practors are also involved in injury pre-vention.” The ad indicated that the MCA/WCB partnership stems from both organi-zations’ desire to promote three MCA initiatives that were specifically aimed MCA’S PARTNERSHIP WITH SAFE WORK MANITOBA By Dr. John Toth In 2001, the Manitoba Minister of La-bour and Immigration launched the most extensive consultation on workplace safety and health in more than 25 years. The cornerstone recommendations were for the Workplace Safety and Health Division (WSHD) and the Workers Com-pensation Board of Manitoba (WCB) to co-ordinate their efforts and resources to lead a sustained provincewide initiative to build a strong workplace safety and health culture in Manitoba. This goal was to be realized through the implementation of a set of recommen-dations within four priority areas: public awareness and education; training for em-ployers, supervisors, and workers; preven-36 • CANADiAN CHiROPRACTOR | FEBRUARY 2013
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