Category: media

WorkSafe’s approach to marketing safety to teenagers revealed

Two articles in two days concerning OHS advertising may seem a little much but in 2008 Australia’s Advertising Standards Board (ASB) received complaints about one of the graphic ads used by WorkSafe Victoria at that time.  WorkSafe had identified a need to shock teenagers about workplace risks but some television viewers found them disturbing.

WorkSafe Young Workers Campaign

A couple of the complaints reflect some of the comments posted by readers to the SafetyAtWorkBlog.

“These ads may be appropriate for industrial oh&s training programs, but not for the general community, for whom they serve no purpose other than to shock and horrify.”

“I was injured at work were I lost my entire eye ball, I think work place safety is very important, to spread the word is vital, however the scene of burnt flesh is going to upset and remind people who were injured at work the horror they suffered, I know I can’t watch it, and I wasn’t burnt.”

The ASB Case Report includes details of focus group surveys undertaken by WorkSafe Victoria in developing the advertisements.  These details illustrate some of the marketing thinking of WorkSafe. Continue reading “WorkSafe’s approach to marketing safety to teenagers revealed”

The Safety Institute’s low profile needs to be seen in a media context

In recent weeks on several LinkedIn discussion forums there has been a series of highly critical postings about the Safety Institute of Australia. (I have participated in some of the discussions.)  Many comments have been unfair but almost all decry the absence of clear communication from the SIA and the very low profile of the organisation within Australia.

The SIA has struggled to gain traction in the Australian media even though the organisation has been in operation for over 60 years.  It seems there is little about workplace safety that is attractive to the general community.  (Who could not be fascinated by James Reason’s cheese?)  But a recent article by Mark Phillips, Communications Director with the Australian Council of Trade Unions, in the May-June 2012 edition of The Walkley Magazine (not available online), provides a contributory factor to the lack of traction. Continue reading “The Safety Institute’s low profile needs to be seen in a media context”

Australian financial newspaper discusses workstation ergonomics

For some time, restricted posture at workstations has been identified as being unhealthy.  The Australian Financial Review on 15 May 2012 takes up the story but the author, Dierdre Macken, points to squatting as an option until “they wait for the occupational health and safety review of chairs to come in”.  She misses the point.  Chairs are not the problem.  The type of work and the design of workplaces is a much more important problem.

We have come to understand that productivity is not always achieved through a restricted focus on a work task based on an eight-hour day and that includes between one and three formal breaks.  A better productivity comes from engagement, interaction and a variety of tasks.  Interestingly workplace safety is also improved through these same elements.

Kevin Jones

WorkSafe Victoria missteps on its venture with “Candid Camera” approach

WorkSafe Victoria has released a video of an experiment that shows that people will undertake unsafe acts if asked to do so.  This video is part of the OHS regulator’s campaign to increase focus on the OHS obligations of supervisors but it has generated serious complaints from safety professionals and advocates.

WorkSafe Victoria has been advised that the video sends “mixed messages” about electrical safety.  Safety professionals have decried that the video is meant to be funny with its jaunty whistling soundtrack yet it shows an apprentice pretending to receive a shock.  One participant giggles when she realises it is a joke, in the same way people are relieved after being “punk’d” or laugh after seeing the “candid camera” even though their participation was alarming.  The video has been described as a “stunt” that fails to illustrate the serious consequences of the action of handling live electric cables. Continue reading “WorkSafe Victoria missteps on its venture with “Candid Camera” approach”

OHS is Dead. Long Live WHS.

Media reports on the 13 April 2012 Council of Australian Governments (COAG) meeting say that harmonisation of occupational health and safety laws in Australia has died.  Some say this is the fault of the Victorian Government with its economic justification for inaction but the process was struggling as soon as the West Australian Government flagged its major concerns, principally, with increased union powers, as reiterated in the Australian Financial Review on 14 April 2012 (not available on-line).

WA Premier Colin Barnett is quoted as saying that:

“There are three or four sections we don’t agree with and the principle one of those relates to right of entry [for trade unions]… We see that as an industrial issue.  Right of entry, it is was applied to OH&S, in all probability would be used by the unions to shut down the Pilbara iron ore operations…”

This is further evidence of the political dominance of the mining sector in Western Australia, if it was ever needed.

Victoria does not have the same excuse as the right of entry has existed for many years and almost totally without any industrial relations problems. Continue reading “OHS is Dead. Long Live WHS.”

Accuracy on OHS laws, services and products is essential

The following article illustrates how important it is for companies to maintain accuracy when writing a media release about safety laws.  The internet allows for inaccuracies to become widely distributed and for these to gain some legitimacy through the re-publication on various OHS, magazine and news websites.

Asbestos Audits International issued a media release in early April 2012 stating the following:

“On January 1st, 2012, new Australian Model Health and Safety legislation came into effect dictating workplace buildings constructed before 2004 must have an asbestos audit. The legislation outlines building owners, building managers and property managers are responsible for these audits. Continue reading “Accuracy on OHS laws, services and products is essential”

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