Safety promotion needs backup

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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.

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OHS advertising

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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)

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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).

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The graphic workplace ads keep coming

On 29 October 2008, WorkSafe Alberta released a series of graphic workplace safety ads under the banner “BloodyLucky”.  They are as confronting as the recent WorkSafe Victoria ads and raise many of the same questions about appropriateness, applicability and effectiveness.

The website www.bloodylucky.ca has a cheesy format that doesn’t fit with the explicit nature of the ads.  It is as if they want to blunt some of the impact by adding cheesy humour but it is confusing.  It may be that they intend the cinema presentation to mask the initial advertising impact so that the crush injury from the forklift or the chemical burns to the young girl have maximum shock value.  

Overall the ads are confusing and the ironic title “bloody lucky” doesn’t work on all the ads.

Recently a domestic violence campaign in Australia went with an ironic “thank you” message against inaction and compliance.  This misses the target also except on the ad of the adult male shutting the bedroom door through which we view a young girl.  That ad is genuinely disturbing. [links will be provided when available online]

Compare this to the student-produced video that is effective and dramatic without being extreme, bloody or weakly humourous.  This ad is a little long for a commercial ad but as a short safety video it works very well and the positive steps that can be taken are part of the ad, not an obscure link.

Advertising safety

SafetyAtWorkBlog has received some terrific comments on the various marketing strategies for addressing the safety of young people at work and in their private (public) lives.

A colleague of mine in Western Australia remains sceptical of the type of imagery employed but below are two other comments:

”   thanks for your posting on the alcohol campaign, you are quite correct – these are the kinds of advertisements that connect with the younger set – they have grown up in a world of gore (video games, movies, TV shows that show more and more). Older people don’t understand this – just a generation gap thing.”

“I think it is an excellent way to reach our youth. If it only saves one teenager from a life of over-drinking or saves one innocent life on a highway, it has met the purpose.”

As with many safety campaigns, the measurements of success are often difficult to find.  OHS regulators point to declining fatality and injury figures but these, sometimes, don’t stand up to scrutiny.  With awareness campaigns of this type, performance indicators are crucial, and should be reported publicly.

Branding strategies are okay but their aims are limited and raising one’s awareness of something does not, in itself, change behaviour.  Awareness needs an extra spur for action to occur.  That is why I look forward to the next stages of these campaigns.   Let’s hope they build on their good work rather than tweaking a failing strategy.

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