It's a challenge common to many parts of Canada and countries in both the developed and developing world... how to make people more aware of air quality and its affects on their health. In Canada, we've worked to do this in conjunction with the introduction of the world's first Air Quality Health Index (AQHI). Developed by Environment Canada and Health Canada, the new Index provides local air quality measures in relation to health impacts so people can better protect themselves and the environment.
As Health Canada and Environment Canada's preferred marketing and communications partner to introduce the Air Quality Health Index in British Columbia, Communication Solutions developed a social marketing strategy and suite of promotional tools designed to appeal to those most at risk from air pollution. We created the website www.airhealthbc.ca to showcase the Index, gather information and opinion from users, and provide resources required to spread the "Air - Get to Know It" message to the public and to health prIofessionals.
In 2009, our program expanded in anticipation of the Vancouver 2010 Olympics, to include a social media campaign focused on the importance of air quality for athletes, volunteers and spectators - from across Canada and around the world.
Social Marketing Strategic Planning Brand Research and Development Website Design and Development Media Planning and Buying Social Media Strategy Outreach Implementation
The success of this social marketing program paved the way for the launch of the AQHI across Canada, and our approach and social marketing products have been referred to as a model for other health and environment agencies. Our expertise has been honoured with a Gold Quill Award of Excellence from the International Association of Business Communicators as well as the Excellence in Health Promotion Award from the British Columbia Medical Association.
We have been requested as subject experts on communicating air quality and health at a numerous national and international events - most recently at the EPA's Air Now Conference, the Canadian Meteorological and Oceanographic Society Annual Conference, and the BC Lung Association's Annual Air Quality and Health Workshop.
A 2010 Environics' Survey of Knowledge and Attitudes about Air Quality and Air Quality Indices in Canada showed evidence of increased public understanding about the precautionary actions which can be taken when air pollution levels increase. Likewise, it cited B.C. residents as most likely to mention an action they would take to reduce exposure.
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