Shred Safe Infographic – Vancouver Coastal Health

Posted on June 1, 2016

For Vancouver Coastal Health’s 2016 Shred Safe campaign, I designed an infographic, as well as social media ads to accompany the press release and social media contest.

The public health initiative wanted to reduce the number of mountain biking accidents and congestion in hospital emergency departments.

Social media contest

Mountain bikers were encouraged to read our safety tips and enter to win up to $1,000 in prizes in protective gear and a skills course. To enter, users shared a mountain biking photo on Instagram, Twitter, and/or Facebook with our hashtag, #IPledgeToShredSafe.

Shred Safe campaign results

  • Infographic was delivered to media with the press release
  • VCH contest page and rules
  • Infographic included in articles such as CBC News and Georgia Straight
  • Paid online advertising
    • Designed 5 creatives to use for social media ads, which were also shared with partners to share on their own social channels
    • $700 ad buy for Facebook and Instagram ads
    • $100 ad buy for Twitter
    • $200 ad buy for
  • Shared with VCH’s Senior Executive Team by my Director of Corporate Communications as an example to showcase the creative and engaging work happening on our team


This is seriously cool, Salina! Well done for bringing so much creativity to something that might not otherwise have gotten this kind of attention.

I am sharing a news release and an infographic sent out today by the C&PA team, just to show you an example of the creative and emerging work happening inside one of our corporate services. It’s primarily the infographic I wanted to flag (although the campaign it is supporting is pretty great too!). It was created in house by one of our newer team members, Salina Siu. She’s actually created a number of these and is hard at work on a series of infographics in support of our seniors prototype projects. We’re using these infographics in a variety of places, most notably on our social media channels and, but soon you’ll see them both internally and externally. They are having a positive impact on how many eyeballs are seeing our VCH content, and attracting rave reviews from media. Bottom line: Well produced infographics = Eye catching, easy to understand messages about the good work of VCH and your respective teams. The moment of bragging is over.


Shred Safe press release

For Immediate Release | May 27, 2016

Doctors warn mountain bike riders: don’t let an injury cut your season short

Vancouver, BC – As the sport of mountain biking grows in popularity so too does the number of injured riders. Vancouver Coastal Health (VCH) doctors are reminding riders to “shred safe” this season so they don’t land in an emergency department and cut their riding season short.

“We see mountain bike riders in our emergency rooms every day — broken bones, concussions, internal bleeding, organ damage and head and spine injuries,” says Dr. John Carsley, Medical Health Officer with VCH. “Last season 100 mountain bikers needed major emergency surgery.”

Peter Giesbrecht was one of those statistics. In October, while riding a trail on Mount Fromme, the Burnaby resident fell off his bike and landed on a pile of rocks.

“I went over the handlebars and landed on my head. Even though I was wearing a helmet I broke my neck in four places, the most feared injury in mountain biking,” says Giesbrecht. “Mountain biking is an inherently dangerous sport. My best tip for riders — ride within your limits.”

One way to learn your limits and prevent injuries is by taking a skills course taught by a certified professional instructor. Skill development can benefit all riders from the beginner to the more experienced. Endless Biking, a mountain bike lesson, rental and tour operator in North Vancouver, is donating a two-hour private coaching session as part VCH’s safety awareness campaign. Protective gear is also included in the prize package.

“Wearing the protective gear is key,” says Dr. Annie Gareau, emergency room physician, Whistler Urgent Care Centre. “About three-quarters of the fractures we see are upper extremity, so we recommend riders wear long sleeves and elbows pads in addition to the standard helmet, gloves, knee pads, and grippy shoes. A neck brace and body armour are a must if you ride in high speed downhill parks or take jumping features.”

The majority of the most serious injuries in B.C. last season occurred in Whistler (58 per cent), North Vancouver (13 per cent) and Squamish (10 per cent). Eighty-nine per cent of patients were male. They stayed in hospital for an average of five days. 

“Not surprisingly, an Alberta study showed  that bicycling faster than usual increased riders’ risk of landing in the hospital by 2.6 times,” says Dr. Carsley. “I know you’ve heard it before, but slow down. The faster you ride, the worse the injuries can be.”

Other tips from mountain biking experts include checking the bike before riding to ensure it’s in good working condition and knowing the trail well before riding at full speed.

The local biking community is getting behind the initiative. Partners include Endless Biking, the North Shore Mountain Bike Association, Fraser Valley Mountain Bike Association, Squamish Off Road Cycling Association, Whistler Off Road Cycling Association, Pemberton Valley Trail Alliance, Coast Gravity Park, Mountain Biking BC and Muddbunnies Riding Club. The initiative includes posters and a contest via social media. The campaign website, which includes contest details, is at

VCH is responsible for the delivery of $3.4 billion in community, hospital and residential care to more than one million people in communities including Richmond, Vancouver, the North Shore, Sunshine Coast, Sea to Sky corridor, Powell River, Bella Bella and Bella Coola. 


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