Category: advertising

The synchronicity of safety and environment

There has always been a moral similarity between the occupational health and safety (OHS) profession and the environmental advocates.  One focusses on the immediate safety of humans and the other on the long term safety of humans.  This similarity can create challenges for organisations and industries that have workers in both environmental settings such as forestry and mining.  This type of challenge is currently being faced by Dr Nikki Williams of the Australian Coal Association.

In an article in the Weekend Australian on 10 March 2012 Dr Williams expressed concerns over a Greenpeace campaign against coal mining.  (Significantly the newspaper included no quotes from either Bob Brown of the Australian Greens or from Greenpeace.  ABC News did on on March 6 2012)  She inadvertently compliments the campaigners by saying the campaign shows a “a very high level of planning”, is “sophisticated” and “very detailed”. Continue reading “The synchronicity of safety and environment”

Differentiate the WorkCover and WorkSafe brands

Recently SafetyAtWorkBlog wrote:

“In many industries, and in the safety profession itself, people confuse the OHS laws of injury prevention with the Compensation laws of rehabilitation.”

This misunderstanding also extends to the public.  Every so often, this blog receives comments from irate readers who express their frustration with “WorkSafe” or “Workcover”.  It is a frustration that is shared by many but the frustration is frequently aimed at the wrong target.  Most of the frustration stems from real or perceived injustice in the workers compensation system, but the criticism refers repeatedly to the OHS prevention and enforcement authority. Continue reading “Differentiate the WorkCover and WorkSafe brands”

Australian union campaigns on mine safety using Pike River mother

Recently SafetyAtWorkBlog suggested the need for a new approach to OHS advertising. Around the same time the Construction Forestry Mining & Energy Union (CFMEU) launched the latest stage of its lobbying campaign against one of Australia’s largest mining companies, and a longtime target for unions, BHP BIlliton. This time the CFMEU connects the Pike River mining disaster with the safety performance of BHP Billiton; in some ways, an unfair connection.

Continue reading “Australian union campaigns on mine safety using Pike River mother”

A new approach to OHS advertisements is required in Australia

Workcover NSW should be supported in its new advertising campaign “Here to Help”.  Two ads are currently available on-line and are embedded below.  What is surprising is that OHS regulators still feel the need to create new awareness-raising campaigns rather than providing examples of the consequences of non-compliance.

It may be unfair to criticise an OHS regulator for an advertising campaign that raises the awareness of the need for safety, particularly if that ad is only the most visible element of a new enforcement strategy but it would be refreshing to see a different type of ad, one that speaks directly to business owners, with perhaps a similar one to workers.

What I see is an advertisement  similar to the famous Yul Brynner anti-smoking ad but with a script similar to this:

[Close up of head and shoulders of a businessman facing the camera.  Camera slowly pulls back as businessman speaks.] Continue reading “A new approach to OHS advertisements is required in Australia”

An example of how safety can be misperceived as expensive

Today I received an email that had the intriguing heading of:

“Do you fully understand what the harmonisation laws mean to your organisation?”

As I don’t “fully understand” harmonisation and spammers don’t usually use OHS as a spam tool, I opened the email.  It was a promotion for an upcoming conference called Supply Chain and Logistics Safety 2012.  The harmonisation of Australia’s OHS was not in the title but was mentioned in the email body.

“Although some states appear to be delaying their timeline for harmonisation implementation, businesses in reality can’t afford to wait. You will not only need to meet the regulation, but devise strategies to prevent your bottom line being impacted.”

No one wants an impacted bottom line (there’s a cream for that) and my unease increased by the writer implying that the two major issues of OHS harmonisation was to comply – “to meet the regulation” – and to protect profits.   Continue reading “An example of how safety can be misperceived as expensive”

New quad bike poster establishes a safe operation benchmark

In July 2011, it was noted that the quad bike manufacturers had revised the wording of  their poster about quad bike safety.  The website that provided an online version of that poster is now under redevelopment.  However Australia’s Heads of Workplace Safety Authorities (HWSA) has released its own poster outlining the basic elements of quad bike safety in Australia and New Zealand.

The poster advises that:

BEFORE YOU BUY

Find out whether a quad bike is the best vehicle option for your farm.

OHS awards can provide a market awareness

SafeWorkSA has announced that its OHS awards program for 2011 has received a record 80 nominations.  This is a useful counterpoint to the initiatives that WorkSafe Victoria has instigated to stem declining interests in its awards program.

SafeWorkSA has provided a breakdown of the award categories:

  • Best Workplace Health and Safety Management System – 16
  • Best Solution to an Identified Workplace Health and Safety Issue  – 37
  • Best Workplace Health and Safety Practice/s in a Small Business  – 7
  • Best Individual Contribution to Workplace Health and Safety  – 20

The most popular category relates to safety solutions which may indicate the persistence of the traditional engineering approach to occupational safety and health.  However it may also indicate a perception that achieving the position of finalist in a safety award conducted by a state OHS regulator infers some legitimacy on a product from which an effective marketing campaign can be constructed, a legitimacy that would be contested by the OHS regulators.

It is not insignificant that many inventions presented on the ABC  TV program The New Inventors are also associated with OHS awards around Australia.  This week’s program is almost typical with  two of the three inventions presented addressing OHS issues.  Marketing is a vital component of any commercially successful safety solution.

Kevin Jones

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