Workers Compensation Board of Prince Edward Island

Powerful New Campaign Reminds Atlantic Canadians of the Importance of Workplace Safety

October 10, 2018

A mom struggles to hear her daughter practice piano, as her hearing declines resulting from a workplace injury. A family’s summer fun is cut short by a soft-tissue injury in the home-care sector. And a father isn’t coming home for dinner, as his family copes with the aftermath of a workplace fatality.


These are the stories in an awareness campaign that started to air across Atlantic Canada last week, developed in partnership by all four Atlantic provinces.


The organizations have been working in partnership on awareness marketing for the past 10 years. This new campaign aims to increase awareness about the impact of workplace injury, and the importance of its prevention.


Some 15,000 Atlantic Canadians suffer time-loss injuries at work every year. Those injuries affect our economy, our communities, our employers, our workplaces, and the lives of workers their families outside of work.


“While we have made significant strides in injury prevention over the last decade, the impact of even one traumatic workplace injury or fatality in Prince Edward Island is devastating,” says WCB Prince Edward Island CEO Luanne Gallant. “Behind every statistic is a person and a family whose lives have been changed by a workplace injury. We’re proud to be a part of this campaign with our Atlantic partners, and we hope it will get people to think and act differently when it comes to safety in the workplace.”


Gallant says workplace injury, and the amount of time lost to it, has a direct impact on the economic progress of our province. She says that’s why the work to prevent workplace injury, by both workers and employers, is so important.


“Everyone has a role to play when it comes to workplace safety, as we all have the right to return home at the end of the day,” says WCB Board Chair Stuart Affleck. “This new campaign speaks to the heart of workplace safety and reminds us why it’s so important to make safety the number one priority when on the job.”


Threads of Life, Canada’s national organization for workplace family tragedy support, is also a partner in the campaign. Threads of Life exists to support people who have suffered a workplace tragedy, and some of those courageous family members provided input on the television commercials.


“We were grateful and appreciative to have been part of the development of these ads,” said Shirley Hickman, Executive Director with Threads of Life. “Family members who took part in reviewing the advertisement had experienced similar tragedies, in real life. They embraced the concept in the hopes it might prevent what happened to their families from happening to someone else.”


The new campaign features television, radio, print, and social media ads, and will be used to support injury prevention efforts in workplaces.


To see the ads and to learn more about the campaign visit  


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Media Contact:
Laura Steeves, Senior Communications Coordinator
902-894-0362 or