advertising – Page 17 – SafetyAtWorkBlog

New safety campaign – making the invisible visible

The last week of October each year is Safe Work Australia Week. This theme is enacted in each State with their own resources and events. WorkSafe Victoria is one of the more active of the state regulators and 2009 seems no different.

On 13 September 2009, WorkSafe Victoria will launch a new campaign of graphic advertisements but what makes these different is the injuries result from “simple” work activities. They are not in high-risk industries where workers may perform high-risk tasks. These ads concern the (mis)use of an office chair, lifting a bag from a pallet, not using the stairs, slipping on a wet floor and lifting a person.

There has always been the challenge of how to generate interest in manual handling injuries as they are internal or invisible, and cumulative. WorkSafe has done well by illustrating the physical consequences of what many dismiss as “taking a fall”. In fact, the images that are less confronting than the noise of the bones breaking or the hernia appearing.

WorkSafe’s Executive Director, John Merritt, describes the campaign this way

“There’s no ‘blood on the floor’ or spectacular images on the nightly TV news or in the morning paper, yet the consequences of these injuries are enormous for individuals, their loved ones and their employers.

“For business, the average cost of treating these people through Victoria’s workers compensation system averages $45,000 per claim.

“Individuals lose quality of life and many, the capacity to work for at least a short period, some require surgery or have permanent pain and never fully recover.

“For employers productivity is cut, there may be staff replacement costs, retraining and safety improvements to be made after the event. Industries lose people permanently.

“Identifying and preventing these issues has benefits for all.”

Merritt also provides the statistic that 60% of all reported workplace injuries* – more than 17,000 a year in Victoria – involve manual handling.

The new campaign is graphic but it is hard to see how the total costs – social, personal and business – could have been described better. Having a worker clutch their lower back and grimace with pain has been seen in campaigns and images repeatedly for decades and a new approach was needed. Making the invisible visible should help.

Kevin Jones

* Based on Victorian Workers compensation claims where people are off work 10 days or more and / or medical treatment costs in excess of $520.

OHS crime alert

In late June 2009, WorkSafe Victoria tried a new approach to raising the awareness of the criminal status of OHS breaches through producing a formatted media alert and placing an ad in the daily newspapers.

It is unclear how else the “flyer” will be distributed other than through the WorkSafe website. Indications are that a hard copy of the alert for distribution through WorkSafe offices is not planned.

The ad, pictured right, refers to the prosecution of Rapid Roller over the second serious lathe incident at that workplace in 12 months, the most recent resulting in a death.

Kevin Jones

“Homecomings” safety ads reach the US

As mentioned last month in SafetyAtWorkBlog, the Victoria-designed “Homecomings” advertisements are to be launched on United States television. The Department of Labor & Industries for Washington State announced the ads on 19 May 2009. According to the DL&I media release

“These ads are particularly effective at bringing home the importance of safety in the workplace and the effects it can have on so many people,” said Don Brunell, president of the Association of Washington Business. “When an accident happens at work, it affects everyone – family, friends and co-workers.”

One ad is available for viewing at http://www.lni.wa.gov/main/worksafe/

[It looks like parts needed to be re-filmed to show left-hand drive vehicles and obviously the music rights for Dido’s song couldn’t apply in the US]

Kevin Jones

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.

Category: advertising

New safety campaign – making the invisible visible

Like this:

OHS crime alert

Like this:

“Homecomings” safety ads reach the US

Like this:

WorkSafe Victoria’s plans for the future

Like this:

Safety Awards

Award Ceremonies

Like this:

Safety promotion needs backup

Like this:

Latest WorkSafe ad – now online

Like this:

Share this:

Like this:

Share this:

Like this:

Share this:

Like this:

Share this:

Like this:

Award Ceremonies

Share this:

Like this:

Share this:

Like this:

Share this:

Like this: