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The vice-president of research at the workplace safety and insurance board of Ontario (WSIB) considers a variety of strategies to roll out the Ontario Needlestick Prevention Initiative. WSIB was a corporate sponsor of the initiative and had been successful in aligning with a number of strategic partners. All parties agree that the ultimate goals were to increase awareness among health-care professionals and to improve overall health-care worker safety. The comprehensive marketing strategy needed to address the stakeholder targets, the marketing messages, promotional activities and product rollout alternatives.