advertising – Page 17 – SafetyAtWorkBlog

WorkSafe Victoria’s plans for the future

At the Safety In Action Conference in Melbourne last week the CEO Of WorkSafe Victoria, John Merritt, told the delegates that over the coming weeks and months we will see the following:

The “Homecomings” series of workplace safety ads have been purchased by Washington State and will be broadcast shortly. Merritt expects the campaign to spread across the United States and, maybe, into Canada;
WorkSafe has developed fake vending machines for use at exhibitions and trade displays which display replacement body parts, fingers as USB sticks (pictured below);
WorkSafe will be introducing an advisory support scheme for the medium-sized businesses, modelled on the Small Business scheme;
A team of advisers is targeting poor-performing large employers. Merritt said that “50 large employers account for 11% of all injuries WorkSafe sees”;
A major street art campaign will be launched by the end of April 2009
A new series of ads to be run on regional and rural television based on local sporting legends as part of the country football and netball sponsorship;
The graphic young worker advertisements will be re-run at appropriate times. Merritt acknowledged that the ads have generated many complaints but are transmitting the right message to the target audience.

WorkSafe will also maintain their focus on the “jugglers” those business people or administrative staff that are essential to each organisation because they are in charge of dozens of business processes. WorkSafe surveys of the jugglers have shown that less than 10% of their time is spent on OHS matters, around 30% of them are trained in their tasks and most operate without support.

Kevin Jones

Safety Awards

Awards for safety have always been an odd beast. Any award is an acknowledgement for effort and should be valued but frequently eligibility and the judging criteria are not clear.

Last year WorkCover NSW released this criteria in the booklet that they produced about the award finalists and winners. This provided the winners with a clear indication of why they won, not just the fact that they did win.

Anyone who doubts that a lot of effort goes into nominating for these awards should be reminded of the dance that Joe Jurisic made across the stage years ago in Victoria or the long kiss that one of the award winners shared on stage in New South Wales last year.

The awards are important and are valued. However an assessment process that is not open and accountable calls into question this value.

Today the Construction Forestry Mining & Energy Union released a statement “celebrating” the disqualification of John Holland Rail from the Safe Work Australia Awards. The statement reads

“John Holland Rail Pty Ltd was listed among nine finalists for one of Australia’s premier national awards for workplace safety, the Safe Work Australia Awards. But Federal Court proceedings against John Holland Pty Ltd over the death of an employee on a Queensland site last year meant the company was disqualified at the last minute.

Mark McCallum, 34, died after being run over by machinery while working at the Dalrymple Bay Coal Terminal in north Queensland, when his foot became trapped under wooden scaffolding planks while moving precast concrete decks.”

The inclusion of John Holland Rail did always seem peculiar.

The rest of the media release covers the ongoing dissatisfaction of the trade union with the legally legitimate business decision for John Holland to move to the Federal workers’ compensation system

Award Ceremonies

The question about safety award ceremonies should also be reconsidered in the light of the move to a nationally harmonised system of OHS regulation.

Over the years, many of the State awards nights have become huge and glamourous affairs with well over 1000 attendees. They are also costly affairs that have a remarkably short shelf life. It will be very interesting to see which OHS regulatory agency will cut back on their awards expenditure first in this economic climate that questions the duplication of events.

It was also odd that such a small country like Australia had so many safety award processes. State awards are principally a marketing tool to promote the local OHS agency with the added benefit of being able to talk about safety in a positive, preventative light rather than through fatalities and the annual counting of the dead. Interestingly the 2009 national awards ceremony is scheduled for World Day for Health and Safety at Work on 28 April 2009 – a day the union movement commemorates as International Workers Memorial Day.

Safety awards tend to generate very little media attention, partly because the media is unsure of which awards they should cover – State or National. Award winners are lucky to get a paragraph in the next edition of a daily newspaper. Local media attention is better as local business makes good and the direct benefit to the community is easier to see.

Running such events are always a balance between cost and benefits that should be reviewed each year. Let’s see if the OHS regulators review the awards on both a state and federal level so that there will be a future for such events that we can all support and value.

[It may be useful to note that the CFMEU has received several OHS awards over the years. I seem to recollect one award for a safety colouring book over a decade ago in Victoria]

Kevin Jones

Safety promotion needs backup

WorkSafe Victoria has had considerable advertising success by focusing on the social impact of workplace injuries and death. In the newspapers and television over Christmas 2008, WorkSafe ads, like the billboard above, were on high rotation but, after the high number of workplace fatalities in January 2009, the strategy must be needing a review.

In terms of OHS promotion generally, branding and awareness strategies are valid however, when the messages of the strategies continue to be ignored, alternatives need to be developed. The fatality figures imply that family is “the most important reason for safety” but only for a short time or in limited circumstances. When you return to work the work environment or your approach to the work tasks are worse than before Christmas.

The reality of advertising is that it is often cheaper to raise awareness than change the behaviour of clients, in terms of OHS, this would be both the workers and the employers. Raising safety as a business priority requires considerably legwork by regulators on-site and through industry associations. Few OHS authorities around the world seem to be applying hands-on approaches to the extent required.

Part of the reason is that trade unions used to be the shopfloor safety police, as anticipated by Robens in the early 1970s, but trade union membership is at record low levels. The deficiency in the safety profile on the shopfloor or at the office watercooler is not being picked up by the employers.

Media campaigns are the public face of safety promotion but they should not be a veneer. Regulators need to provide more information on the alternative strategies they already employ, or plan to introduce, so that promotion is not seen as an end in itself.

Direct business and CEO visits have been used in the past but given up because these were short term initiatives. In Victoria, high level visits by regulators to CEOs, board members and directors had a considerable impact in the 1990s but there was no follow-up strategy to maintain that profile. Ten years on there are a new set of senior managers who could do with a bit of prodding.

Kevin Jones

Latest WorkSafe ad – now online

The Christmas ad campaign by WorkSafe Victoria is now available for viewing on line.

I saw it with my family for the first time last night on television and it had a terrific impact on my wife. The hug from the teenage daughter is the clincher. My teenage son had seen the ad previously and thought it was very effective.

A major change in the campaign is dialogue. Refreshingly the conversation is not about safety and there is an undercurrent of fear of injury to the normal/banal family conversation that locate the action into our own homes.

The Homecoming ad made good use of the Dido music, for the time, but that campaign relied on visuals. The latest ad hits the core family values and concerns and deserves a wide audience.

OHS advertising

WorkSafe Victoria is marketing well by tweaking their OHS advertising messages to fit the economic or seasonal requirements of workers and workplaces. In mid-December 2008, the “Homecoming” ads have been updated to provide a more obvious link to people working during the holiday season.

John Merritt, CEO of WorkSafe, tries to link their two ongoing campaigns – Homecomings and young people at work in the media statement that accompanies the TV release of the ads. He said, on 15 December 2008,

“Employers at this time of year need to take exceptional care to ensure their people are properly trained, supervised and working in a safe way.

“This is particularly true of industries where there are many people taking jobs straight from school or university.

“With the working environment to become more frantic in the next couple of weeks, now is the time to ensure every workplace has the systems and procedures in place to minimise risk.”

This is true but does not seem to fit the media scheduling. The television ads began airing this week but

“The campaign will also run on radio, be shown on outdoor billboards and in cinemas from Boxing Day”

It seems odd to stagger the campaign through the first half of the summer break when the people taking on seasonal jobs, particularly in retail, are starting work prior to Christmas.

Also, previous campaigns aimed at young people have been criticised by some who say that television is not necessarily the best medium to communicate with the target age group. Others see the ad as advocating the wrong approach

John Merritt mentions in his statement above that now is the time for reviewing and updating safety systems and procedures. It could be argued that, in a practical sense, this is unlikely to occur so close to Christmas, when companies are winding down or operating frantically to beat the Christmas deadlines.

Many school leavers began their new, and first jobs, throughout November. This would have been the time when safety inductions were conducted and any other training provided.

The campaign certainly has considerable value and it is heartening that WorkSafe has committed to keeping the Homecoming campaign fresh but occasionally the communication strategy seems to hiccup.

For this posting, SafetyAtWorkBlog contacted WorkSafe to include a copy of the ad in this blog and other online OHS publications. This option wasn’t available at the time 0f posting and the video has yet to appear on YouTube. The posting will be updated when video is available.

Kevin Jones

Beware the OHS hype on chronic obstructive pulmonary disease

World COPD day was held on 17 November 2008. COPD Stands for chronic obstructive pulmonary disease. As with many of these health-related days there is more hyperbole than substance and often the most relevant information appears after the hype has died down. This is the case with a report just released by the Occupational And Environmental Medicine. [[Chronic obstructive pulmonary disease mortality in railroad workers Online First Occup Environ Med 2008; doi 10.1136/oem/2008.040493]]

According to a media statement that accompanied the report:

They wanted to gauge the long term effects of diesel exhaust on the risks of developing chronic obstructive pulmonary disease (COPD), an umbrella term for progressive lung diseases, such as emphysema and bronchitis.

In 1946, just 10% of rolling stock was diesel powered; by 1959, virtually all rolling stock was.

The researchers checked the health records of the US Railroad Retirement Board, which has maintained digital records of all its employees since 1959, including a yearly listing of all job codes and time spent in post.

Anyone working on the trains (conductors, engineers, brakemen) was considered to have been exposed to diesel exhaust.

Those working in ticketing, signalling, maintenance, admin, and as station masters, were regarded as not having been exposed.

The results showed that those who had been exposed to diesel exhaust were more likely to die of COPD than their peers who had not been so exposed.

The risks increased by 2.5% with each year of employment among those who were recruited after conversion from steam to diesel locomotives.

This risk fell only slightly after adjusting for smoking, a known risk factor for COPD.

Of all the reports that were released in the last two weeks, this one is the clincher because it shows that smoking did not have an appreciable effect on the health findings. There is a direct relationship between a work activity in a work environment and worker health.

This correlation is sadly lacking from other COPD data which reads primarily as a new spin on anti-smoking campaigns.

According to the International COPD Coalition (“a nonprofit organization composed of COPD patient organizations around the world, working together to improve the health and access to care of patients with chronic obstructive pulmonary disease”)

World COPD Day 2008 features new patient and health professional initiatives that address the misconceptions and lack of awareness surrounding chronic obstructive pulmonary disease (COPD). These misconceptions – revealed in a global survey, the International COPD Coalition (ICC) Report – include poor public awareness that smoking is the main cause of COPD, a failure to diagnosis COPD in its early stages, when medication can be used to prevent further lung deterioration, and a mistaken belief that initial COPD symptoms, like coughing and shortness of breath, are a normal consequence of aging.

We may be unaware smoking leds to COPD but we are well aware that smoking can kill you. Whether it is emphysema, lung cancer, heart disease or COPD doesn’t change the fact that smoking increases the risk of premature death. It is insulting that a “World Anti-Smoking Day” needs to masquerade under a new health risk.

For those workers who have suffered work-related respiratory problems the Queensland governmenthave released a very good guide for those who have breathing difficutlies or for those who look after them – the Better Living With COPD – A Patient Guide (pictured below)

When too many graphic ads is never enough

Coming to the end of Australia’s school year, the government is going overboard with confronting advertisements for young people, be they related to work safety or binge drinking.

At least the OHS regulators watched other regulators information campaign and reduced their costs by resisting promoting the same message in the same way to the same demographic. WorkSafe Victoria‘s Homecoming campaign has been phenomenally popular and influential.

Sadly, the health promotion sector doesn’t coordinate their effort (or have exhaustive budgets). The Minister for Health, Nicola Roxon, has launched the latest set of confronting ads for teenagers, this time on binge drinking. With such a lack of coordination, the target audience is going to be quickly turned off the ads, instead of turning off the bad behaviour.

Each time this graphic approach is used, the message, regardless of the topic, is severely weakened.

Sadly, we’ve seen it all before (and only a month ago).

Category: advertising

WorkSafe Victoria’s plans for the future

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Safety Awards

Award Ceremonies

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Safety promotion needs backup

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Latest WorkSafe ad – now online

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OHS advertising

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Beware the OHS hype on chronic obstructive pulmonary disease

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When too many graphic ads is never enough

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Award Ceremonies

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