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.
Safe Kids Week is an annual campaign designed to raise awareness about the frequency and severity of preventable childhood injuries, which are the leading cause of death and disability among Canadian children. This initiative targeted parents and caregivers and provided them with easy-to-follow actions that can help prevent drowning.
Parachute designed an integrated approach that incorporated social media, blogs, blogger engagement, traditional media and community events. The dedicated hashtag #SafeKidsWeek was used throughout the campaign. This hashtag was used during their Twitter party enabling them to connect with others using the same hashtag. Additionally, Parachute leveraged Facebook ads and promoted posts, page likes and link ads that targeted parents, grandparents and caregivers.