Parachute – #PracticeSafeText

Parachute is a national organization that raises social awareness among Canadians about injury, and provides injury prevention resources to public health professionals. With a unified voice, they leverage 80 years of combined organizational injury-prevention experience to help keep Canadians safe.

The #PracticeSafeText campaign aimed to drive awareness of the issue of preventable injuries as a public health burden; specifically, those that result from texting while driving. The campaign raised awareness about texting as a major factor in vehicle collisions and showed how these behaviours can result in devastating injuries and fatalities.

The campaign kicked-off with an event that featured high-profile individuals and continued with an active social media campaign using Twitter and Facebook, as well as video, email and traditional media outreach. The campaign continued during National Teen Driver Safety Week with a Twitter party and started a Thunderclap (using a crowdsharing platform). The dedicated hashtag #PracticeSafeText was used throughout the campaign.