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Safety Culture

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The What Matters Most social marketing campaign depicts Nova Scotians coming home to their families and loved ones. The campaign reminds Nova Scotians that the most important reason to make their workplace safe is not at work at all.


Changing workplace safety culture requires time and concentrated efforts from a variety of influencers. Success will be achieved when safe practices are second nature – the only way to do business – and safety permeates every workplace in the province.

Progress Highlights:

• Front-page media coverage and editorials have supported a public dialogue on workplace safety, as well as significant online conversations in social media.

• The international award-winning awareness campaign What Matters Most continued to air on television and radio in spring 2014. Showing Nova Scotians coming home to their families after work, What Matters Most is an emotional reminder that the most important reason for working safely isn’t at work at all. In a survey, more than half of Nova Scotians recall seeing the ad, and those who do say it made them not only think about safety, but to do something to make their workplace safer. Based on positive advertising tracking results and stakeholder feedback, the campaign will be extended. A 90-second spot has been developed, and will air in early 2015.

• The online quiz at worksafeforlife.ca challenged employers and workers to think about workplace safety. Uptake on the quiz was positive in late 2014. Quiz engagement was higher than expected at 67%, with 58% of visitors finishing all the questions, indicating this is content people are interested in. Five per cent of visitors shared the quiz upon completion.

• A toolkit supporting the What Matters Most campaign, including posters, activities, and other material, was sent to 300 workplaces during NAOSH week. The campaign also went directly into communities, posting messages in popular locations such as soccer fields and festivals, to give people a first-hand reminder of the most important reasons they stay safe at work. 

• WCB and LAE partnered in a daily ad campaign during NAOSH week called “The Seven Days of Safety,” highlighting a different safety issue every day. 

• The What Matters Most campaign performed extremely well on social media platforms, particularly Facebook. The campaign generated 2419 “likes”, 396 “shares”, and 102 comments on Facebook. The campaign also generated 388 new followers of the What Matters Most Facebook page, and 57 new followers of @worksafeforlife on Twitter. 

• The #thismatters campaign targeted the province’s young workers in summer 2014, inviting them to share why working safely matters to them by hash-tagging their photo on Instagram. Each week, a photo was chosen and the owner of the photo was awarded a prize. During the nine-week campaign, 564 entries were received. The campaign also won an international award

• WCB and LAE partnered as presenting sponsors for the the 2014 Nova Scotia Safety Services conference in March, attended by over 500 occupational health and safety professionals. 

• WCB and LAE partnered with the Cape Breton Partnership to hold a successful Workplace Safety Symposium which attracted over 200 participants. 

• The 2014 Mainstay Awards were presented at a gala luncheon in May. 


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Learn more about the other 5 initiatives of the Workplace Safety Strategy:

Leadership   Inspection and Enforcement
Education and Training   Performance Management and Measurement
Small and Medium Enterprises  

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Working together to develop a 2013-2017
Workplace Safety Strategy for Nova Scotia