Key Communities of Interest and Potential Partners
Communications are most effective when they are tailored to the people who will receive and interpret them. In order to maximize the effectiveness of messaging about reducing the risks of CO in the home, the Project Team needed to identify Key Communities of Interest, or communities for whom the messaging would be especially relevant. The Project Team identified several key Communities of Interest on the basis of the research results:
- • Seniors who are homeowners.
- • New/first-time homeowners.
- • Owners of older homes.
- • Home appliance/home service suppliers.
- • Home appliance store owners.
- • Home renovation service providers.
- • Cottagers.
- • Family physicians; ER physicians; cardiologists; cardiology educators.
Based on the TSSA data, the Project Team identified Seniors who are homeowners as the most at-risk community for the risks of CO in the home. New Homeowners were also a priority cohort based on information provided by contractors and technicians about the lack of knowledge new homeowners have about fuel-burning equipment maintenance. Owners of older homes were identified due to the increased likelihood of possessing older equipment, and cottagers were identified due to their limited occupation of the residence. Individuals with heart conditions were identified as a key group for focused communications, based on the increased risk they face if there is CO in the home. The key Communities of Interest also included people who were mentioned by interviewees and who were therefore likely to interact with these stakeholders, including home appliance and home service suppliers, home appliance store owners, home renovation service providers, family and ER physicians, and cardiologists and cardiology educators.
The Communication Strategy also identified several potential partners with whom TSSA and CMSA could collaborate to maximize the outreach to these Communities of Interest:
- • Fire Departments.
- • CARP, (Canadian Association of Retired Persons).
- • Building Owners Associations.
- • Home Builders Associations.
- • Home Depot, Home Hardware, Canadian Tire, etc.
- • Home Show organization(s).
- • Home Renovations magazine(s)/association.
- • Cottagers Association/publications.
- • CO Detector Manufacturers.
- • Appliance Manufacturers Association.
- • Gas and oil providers—e.g., Enbridge.
- • Service Contractor Association(s).
- • Real Estate Association.
- • Newcomers’ Club; Welcome Wagon.
- • Ontario Medical Association (and appropriate subgroups).
- • Allied Health Associations, for example, The Heart and Stroke Foundation.
- • Ontario Association of Municipalities.
These potential partners were identified during the research as organizations that were uniquely situated to reach out to and engage homeowners. For example, the Project Team identified the Fire Department as a potential partner after learning that during Fire Safety Week (which takes place in October in Ontario), the fire department goes door-to-door to talk with homeowners, presenting an opportunity to discuss CO detectors. The Project Team also identified partners that were specific to the cohorts in the research, including organizations for seniors such as the Canadian Association of Retired Persons, and organizations for new homeowners such as Newcomers’ Club and Welcome Wagon.