Ottawa Public Health has received an award for its dedication to encouraging helmet use in the city. The honour from the Brain Injury Association of Canada recognizes the city’s commitment to head-injury prevention through its new helmet policies as well as numerous social media campaigns.
Harry Zarins, executive director of the Brain Injury Association of Canada, says this mix of strategies is what has made the program so successful in Ottawa.
“Policy is good, but education is also so, so important. Education is the No. 1 way that people can make the choice of whether or not they should wear a helmet.”
At the beginning of the year, the city passed a new policy which would require any skaters under the age of 10 – or inexperienced skaters of any age – to wear a helmet while skating at city-owned rinks.
The annual Skate Safe tent on the Rideau Canal is another program in the city’s toolbox that promotes helmet use. Since 2004, the booth has been located on the skateway and volunteers offer tips and help with helmet fitting, as well as free skating sessions.
The city also took to social media to encourage youth to don head protection in a cute and catchy way. The most recent “Adopt a Helmet” campaign describes buying a helmet as a lifelong commitment, and the steps involved in making a helmet a part of your family are similar to adopting a new pet.
“Some people just fall in love with a helmet at first sight. For others, it may take some adjustment to get used to,” advises the website at www.adoptahelmet.com.
Zarins says Ottawa Public Health’s campaigns represent a fresh mix of ideas, which made it worthy of the BIAC award.
“We’re looking for innovation. They’ve been very innovative with YouTube and social media. And whatever we can do to reduce brain injuries as the result of wearing a helmet is certainly worth promoting.”
Jason Haug, a project manager at Ottawa Public Health, agrees that social media is key to reaching the youth audience.
“Because of the social media component, the visibility has been higher. Especially with the “Adopt a Helmet”, which is our most recent social media campaign. It has been getting a lot more media coverage and a higher profile.”
The award from the BIAC is also helpful for Ottawa Public Health in spreading its message.
“It’s great third-party credibility,” says Haug. “It’s a recognized organization that’s saying to Ottawa Public Health that we’re on the right track in terms of preventing head injuries. So it’s great credibility for our organization and gives us validity that we’ve done some work to benefit the community.”
Ottawa parent Pam Dillon applauds the city’s efforts to encourage helmet use: “As a mother, I shiver with dread when I see kids on bikes without helmets.”
She knows first-hand the devastating consequences of head injuries.
“I know a young person who was injured while playing shinny hockey at an outdoor rink. He was not wearing a helmet and was hit in the forehead with a puck. He has permanent brain damage that changed who he is and how he functions.”