In 2014, the Fall Prevention Community of Practice identified the need to mobilize stakeholders in Ontario in a coordinated way to increase the impact of their work. Agencies were contacted to participate in the collaborative development and promotion of coordinated fall prevention messaging and activities during the month of November. This initiative mirrors the effort successfully implemented in Alberta.
2016 Campaign & Impact
Key accomplishments of the 2016 campaign include:
- Creation of a new bilingual campaign website, featuring information on fall prevention for the public, a toolkit of resources for practitioners and an events calendar where organizations can promote what they are doing for Fall Prevention Month
- Bigger and better bilingual Toolkit to assist fall prevention practitioners in planning activities for November
- A campaign launch event at the Square One Older Adults’ Centre in Mississauga, Ontario
- Increased media presence (2 450 183 impressions)
- A Twitter account with over 200 followers
- Creation of governing documents such as Terms of Reference (with an updated governance structure) and Sponsorship Guidelines to help guide ongoing collaboration between the Partners
An evaluation of the campaign revealed:
- 38,436 website page views from August (launch of website) to December (campaign wrap up)
- 4,222 unique users visited the website during the same time period
- Over 3,000 people downloaded at least one resource from the Toolkit
- The majority used the Toolkit for “work related information” and “to share with older adults and caregivers”
- Infographics and statistics cited as the most useful resource, followed by activity planning guides, logo, and self-screening checklists
- High demand for resources to be available in other languages like French and Chinese
- 4% used the Toolkit to plan their initiative
- Overall, the Toolkit was very well received and appreciated
- The toolkit was adapted for use in Saskatchewan with great success
- The second year of this campaign demonstrates a gradual growth in interest, involvement and outreach
- Grassroots campaign initiatives reached approximately 35,000 individuals with fall prevention messaging
- 91% of these initiatives took place in Ontario and activities also took place in Saskatchewan, New Brunswick, Manitoba, and Alberta
- Presentations and staff training were most common initiatives
- 21% of initiatives received media coverage
- The majority of initiatives required <$20 to run and an average of 36 staff hours to plan
- 77% of initiative organizers felt they met their objectives
- 72% of initiatives were ongoing throughout the month, 25% took place on a specific date in November
2015 Campaign & Impact
There were 1791 unique downloads of the Toolkit by the end of the November campaign. The planning guides we developed for exercise classes and the Check Your Balance activity were popular, as were the bilingual Fall Prevention month logos and the handout “Six Warning Signs of Falls”. One person who utilized the Toolkit commented that it was “phenomenal and much appreciated! We know everyone is busy and these resources were inspirational”.
109 organizations reported participating in Fall Prevention Month by organizing at least one fall prevention initiative. At least 30 of these organizations partnered with another organization to run their initiative. The majority (94) of the participating organizations were located in Ontario. There were initiatives in all LHIN regions and a particularly strong showing in South West Ontario. There was participation from varied sectors including public health, non-profit, private, government, university and hospital.
157 initiatives during November 2015 had a total reach of over 6165 individuals. Thanks to a large number of training and education events for staff at health care organizations, over 600 health care workers are more aware of fall prevention best practices. The most common initiatives were handout distribution (87), presentations (70) and information booths (39). Webinars attracted the greatest number of attendees (1845).
The social media hashtag #PreventFalls2015 was used in 497 tweets and a few dozen Facebook, LinkedIn and Tumblr posts. Fall Prevention Month initiatives garnered interest from local media, too. There were 96 different news pieces related to Fall Prevention Month.
Since reporting was optional for organizations that participated in Fall Prevention Month 2015, we expect that the reach and impact of the campaign was greater than what we were able to capture in our evaluation.