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I’m the bro’, but you’re the pro
The “I’m the bro’, but you’re the pro” campaign was born of a partnership between The Construction Safety Network, the Construction Safety Association of BC, WorkSafeBC, and Classic Rock 101.
The construction industry sees its fair share of jobsite injuries, most commonly related to falls or being struck by objects. The Rock 101 campaign aims to spread the message about these hazards to listeners through radio ads, and by directing listeners to watch safety videos from WorkSafeBC’s “You’re a Pro” and “Setting the Standards for Safety” collections.
Listen to the radio spots (2008 campaign)
Safety contest
But the campaign is more than just a message about safety. During the campaign, which runs during the summer, Rock 101 listeners from the construction industry are invited to submit their company's safety strategies and other innovative safety ideas used at their worksite. The contest is hosted by Rock 101’s morning radio personality Bro’ Jake who urges construction site workers (the pros) to stay safe at work. The motto of the Rock 101 campaign is: “I’m the Bro… you’re the pro.”
Everyone who makes a submission has a chance to win prizes throughout the campaign. The winner of the grand prize, drawn randomly from a group of finalists, wins the coveted Bro Jake stamp of approval, and Jake, the Rock 101 girls, and WorkSafeBC visit the worksite with lunch for the entire crew, music, and prizes.
Past winners
2008: Continental Roofing (Richmond)
2009: Polygon Construction (Surrey)
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