EMERGENCY PREPAREDNESS
daughter’s memory live on with me,”
he explained during the CPR interview.
“My last memories of being with Elise
were on the ski slopes, and while it
was extremely difficult for me to start
snowboarding again, those experiences
sort of help me commune with
my daughter. In addition to that, we
have other young children that ask us,
‘When are we going skiing again?’ So,
I want to raise my other kids with the
opportunity to do the same thing that
we love, and not raise them in a scenario
where they’re in fear of skiing or
they’re in fear of other things.”
In fact, it took Chauncy one full year
to the day before he got the courage
to go back out on the mountain. On
Christmas Eve 2011, he returned to his
passion of snowboarding, this time at
Beaver Mountain.
“It was very difficult for me,” Chauncy
tearfully told the audience at the ISAA
conference. “But luckily, there was 10
inches of fresh snow,” he added, providing
well-timed comic relief in an otherwise
painful conversation.
In their appearances speaking to audiences
of ski operators, both Kelli and
Chauncy stress that more needs to be
done to police the growing problem of
reckless skiing/boarding and disregard
for others out on the mountain.
“I know that many ski patrollers
feel their main obligation is to provide
medical care and transport for injured
guests on the mountain, and they do
an amazing job in that role,” Kelli told
a session at the NSAA National Convention
#RIDEANOTHERDAY
coaches, even employees on their days
off. Simply put, if you see something,
say something.
Components of the
campaign
The #RideAnotherDay campaign provides
ski areas the perfect opportunity
to emphasize the importance of improving
mountain safety culture. The
campaign features a video and print
component to give areas maximum
flexibility to use these tools as they
see fit.
In the videos, Kelli and Chauncy
share their story, with important safety
reminders from NSAA at the end (www.
nsaa.org/safety-programs/collisions).
The video was the brainchild of Jonathan
Dorn, Andrew Mairs and Bryan
Nanista, the creative forces behind the
#RideAnotherDay campaign. They are
partners with Catapult Marketing, a
separate arm of Boulder, Colo.-based
Active Interest Media, which also include
SKI Magazine, Warren Miller
films and other outdoor industry publications.
The Catapult team also created separate
artwork for posters and other
publications. The arresting visual of a
solitary, empty snow angel made by a
small child after a fresh snowfall – with
the tagline, “She was 5. You were going
50.” – dramatically conveys the tragedy
of a life cut short as the result of reckless
behavior.
“The image of a childless snow angel
is instantly recognizable, but for all its
simplicity it is a compelling reminder
of the urgency of mountain safety for
everyone,” said Earl Saline, NSAA’s director
of education programming, who
is leading the effort with Catapult Marketing
and the Johnsons to launch the
campaign. “I cannot think of a more effective
visual representation of the immediacy
of our message.”
It was actually Chauncy who came
up with the campaign’s title, says
Saline.
“When we got a big group together
from Catapult, the NSAA and the
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NEW in May in Scottsdale, Ariz. “But
it’s long overdue that we change the
culture of the sport to emphasize more
of a role where ski patrol concentrates
on policing such conduct. It may be a
thankless, unenviable task, but as my
family knows firsthand, it’s a particularly
important part of their job.”
And she is right. In fact, it is the role
of any medical professional – ski patrol
included – to emphasize not just
the treatment of the injury, but to also
take substantive steps to prevent such
injuries from occurring in the first
place. But this goes beyond just our
dedicated ski patrollers. Prevention
requires everyone to police such reckless
behavior, including lift attendants,
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snowopsmag.com | SnowOps 13
/collisions)
/snowopsmag.com