Roshini Kassie National Coordinator, Take Action on Radon Network and Radon Action Month Campaign Coordinatrice nationale, Réseau Occupe-toi du radon et Campagne Mois d’action contre le radon Community Outreach Manager, New Brunswick Lung Association Gestionnaire des relations avec la collectivité, l’Association pulmonaire du Nouveau-Brunswick
UNITE THE (RADON) CLANS! Bringing together a variety of radon stakeholders from across Canada (Take Action on Radon Network) Provide nationally-branded educational and marketing materials for stakeholder use in local/regional radon education and awareness campaigns Organize Radon Action Month (November)
T HE TAKE ACTION ON RADON T EAM Tristan McIntosh (ON Lung), Roshini Kassie (NB Lung), Shelby Kerbel (Scout Environmental), Barb MacKinnon (NB Lung) and Kelley Bush (Health Canada).
T HE W EBSITE National radon information for Canadians
T HE W EBSITE One-stop shop for Campaign Partners
B UILDING THE M OMENTUM …
R ADON A CTION M ONTH 2015
N ATIONAL M EDIA L AUNCH E VENT “This November Many Voices Will Join Together To Encourage Canadians to Take Action on Radon” Launched on October 27, 2015 at Hagerman House Early Learning and Family Centre, Toronto. “ This year, we will be celebrating and promoting the many partnerships of the Take Action on Radon network. The strength of the network is the number and variety of stakeholders from all different sectors – NGOs, charities, health and public health, radon professionals, government, builders, academics, retailers – all standing and speaking together with one voice encouraging Canadians to take action on radon.” Some of the Take Action on Radon network stakeholders celebrating our launch at Hagerman House - Health Canada, Pinchin, Radiation Safety Institute of Canada, The Lung Association, Canadian National Radon Proficiency Program, Canadian Partnership for Children's Health and the Environment, Summerhill Impact, and Canadian Cancer Society
N ATIONAL A DVERTISING C AMPAIGN CBC News Network and ICI RDI TV Ads (November 2015 and January 2016) Channel Number of spots Audience CBC News Network 116 1955000 ICI RDI 68 510000 TOTAL 184 2465000
N ATIONAL A DVERTISING C AMPAIGN Site Number of Number of CBC.ca and Radio-Canada.ca Online Ads Impressions Clicks cbc.ca 600425 1725 (November 2015 and January 2016) radio-canada.ca 200079 351 TOTAL 800504 2076
N ATIONAL A DVERTISING C AMPAIGN Social Media Ads (November 2015, December 2015 and January 2016) Channel Views Number of clicks Facebook 193652 3363 Twitter 16083 51 YouTube 50242 94 TOTAL 259977 3508
C AMPAIGN S TAKEHOLDERS (41) Non-governmental and Health Professionals, Public Community organizations Health Officials and Government Health Agencies Radon Professionals and Industry Associations Retailers
I N T HE N EWS … (113 TIMES !)
O UTREACH A CTIVITIES (138)
O UR P ROGRESS S O F AR … More coordinated media and outreach activities in 2015 Increase in use of website: Province/Territory or Number of Unique Number of Pageviews Average Time on Page Page Pageviews AB 4514 2746 2:03 BC 1789 1198 1:53 MB 2296 1238 2:15 NB 1681 1193 2:14 NL 257 203 1:39 NS 1275 905 1;48 ON 9123 5633 2:27 PE 248 161 1:49 QC 623 377 1:55 SK 1266 901 2:21 YK 915 697 1:56 Homepage 20931 17878 1:19 Join/Participer 911 401 1:5 Learn/Apprendre 2464 2045 2:19 Reduce/Réduire 1687 1406 2:14 Test/Mesurer 22056 16129 0:24
O UR P ROGRESS S O F AR … Google searches for radon related to www.takeactiononradon.ca # of Google.ca Page visits Keyword Google.ca URL Found Searches Rank (calculated) radon 201000 9 https://www.takeactiononradon.ca/ 180 radon 18100 15 http://www.takeactiononradon.ca/file/t 59 testing ake-action/pdf/where-to-buy-radon- test-kits_english.pdf radon gas 18100 12 https://www.takeactiononradon.ca/ 180 radon test 14800 6 http://www.takeactiononradon.ca/file/t 59 kit ake-action/pdf/where-to-buy-radon- test-kits_english.pdf radon 12100 Not in top 50 N/A N/A mitigation
O UR P ROGRESS S O F AR *… Lots of social media followers: Social Media Network 2013/2014 2014/2015 2015/2016 Facebook 7679 126615 93811 Twitter 4625 86317 61007 15334 Other (email newsletter, Tumblr, 950 67864 Instagram, etc) TOTAL 13254 280796 170152 Lots of radon test kits sold nationally: 2014/15 2015/2016 2013/14 823 2976 2796
W HITE P APER ON O PTIONS TO R EDUCE THE C OST OF R ADON M ITIGATION FOR C ANADIANS Led by Scout Environmental 2015: Options to reduce radon mitigation costs: 1. Integrating radon testing into residential energy- efficiency audits and retrofits 2. New-home building code adjustments 3. Adapting property tax loan and financing programs that are currently used for energy-efficiency retrofits 4. Rebate inclusion with Income Tax Act. 2016: Strategies for mobilizing most feasible opportunities outlined in initial white paper
R ADON A CTION M ONTH 2016 Provincial Lead Organizations – to coordinate local stakeholders for provincial media event National advertising and marketing campaign More engagement of health professionals (via Canadian Medical Association), CARST/C-NRPP members Moving forward with White Paper Mitigation Rebate Options (encourage Canadians to mitigate) Supporting Radon Policy Challenge and provincial Take Action on Radon policy efforts
WWW .T AKE A CTION O N R ADON . CA WWW .O CCUPE T OI D U R ADON . CA /T AKE A CTION O N R ADON @A CTION O N R ADON
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