Ignoring Workplace Injuries and Fatalities a Recipe for Disaster for Ontario

    Student Chefs Help the WSIB Stir Up Workplace Safety Awareness

    TORONTO, Nov. 5 /CNW/ - Last year in Ontario, 101 workers lost their
lives due to traumatic injuries. This year, the number is already 73 at the
end of October. We can't allow this to continue.
    "We hoped our graphic public awareness campaign last year would shock
people into action to decrease the staggering number of workplace fatalities,"
says Steve Mahoney, WSIB Chair. "This isn't happening quickly enough, so this
year we're raising the bar even higher with ads that will strike an emotional
chord with the people of Ontario."
    With today's launch of its newest social marketing campaign, the WSIB
continues its bold approach to raise workplace safety awareness. The theme -
There Really are No Accidents - drives home the message that workplace
injuries, illnesses and fatalities are unacceptable, intolerable and 100%
    "I didn't apologize for our ads last year and I certainly won't this
year," continues Mahoney. "We won't stop until every person in every
workplace, worker and employer alike, takes responsibility for workplace
safety and spreads the message that zero is the only acceptable number of
workplace injuries, illnesses and fatalities."
    The campaign includes television and radio commercials, print ads,
transit shelter and outdoor ads, Internet advertising and a customized website
- www.prevent-it.ca. In addition to English and French, print and TV ads will
also run in many other languages including Cantonese, Mandarin, Italian,
Portuguese, Punjabi and Spanish.
    Because workplace injuries can happen anywhere to anyone, the TV spots
were filmed in generic locations - a construction site and a restaurant
kitchen. To further illustrate the point, Liaison College of Culinary Arts was
enlisted to participate in the launch and help spread the message.
    "In my kitchen, and in the kitchen of every student who graduates from
Liaison College, safety is always on the menu," said Chef Carlos Mateus,
Liaison College Instructor. "I hope everyone who sees these ads will be deeply
affected - as I was - and will take up the challenge to eliminate injuries and
illnesses in every Ontario workplace."

    Ontario's Workplace Safety and Insurance Board (WSIB) plays a key role in
the province's occupational health and safety system. The WSIB administers
no-fault workplace insurance for employers and their workers and is committed
to the prevention of workplace injuries and illnesses. The WSIB provides
disability benefits, monitors the quality of healthcare, and assists in early
and safe return to work for workers who are injured on the job or contract an
occupational disease.

    Download campaign materials:

For further information:

For further information: Christine Arnott, WSIB Media Relations, (416)
344-4202, christine_arnott@wsib.on.ca

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