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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).

New UV Safety Guidance Note

As the Australian Safety & Compensation Council winds down before its transformation into Safe Work Australia, it is leaving with a flurry of activity. The legacy that had most immediate appeal was the revised Guidance Note for the Protection of Workers from the Ultraviolet Radiation in Sunlight. This is the most relevant and contemporary approach to UV as a workplace issue for many years and deserves to be carefully considered.

The need is great. The report includes these justifications

Australia and New Zealand have the highest incidence of skin cancer in the world (Ferlay J, Bray F, Pisani P, Parkin D. GLOBOCAN 2002. Cancer incidence, mortality and prevalence worldwide. IARC CancerBase No. 5, version 2.0. Lyon: IARCPress, 2004)
At least 2 in 3 Australians will be diagnosed with skin cancer before the age of 70 (Staples M, Elwood M, Burton R, Williams J, Marks R, Giles G. Non-melanoma skin cancer in Australia: the 2002 national survey and trends since 1985. Medical Journal of Australia 2006; 184: 6-10); and
Skin cancer costs the Australian health system around $300 million annually, which is the highest cost of all cancers (Australian Institute of Health and Welfare. Health system expenditures on cancer and other neoplasms in Australia, 2000 – 01. Canberra: AIHW2005).

The report lists the following skin cancer contributory factors

exposure received during childhood
participation in outdoor work and leisure activities resulting in increased exposure to solar UV radiation
because of higher solar UV exposures, the closer people live to the equator, the more likely they are to develop skin cancer. Queensland has a higher rate of diagnosed skin cancers than Tasmania
solar UV radiation intensity increases with height above sea level
solar UV radiation is at its greatest intensity between the hours of 10.00 am and 2.00pm, although dangerous levels of UV radiation can still be experienced outside those hours. (Note: These times should be adjusted to 11.00 am and 3.00 pm when there is daylight saving.)
the risk of skin cancer is greatest in people with a fair complexion, blue eyes and freckles, who tan poorly and burn easily, but others, for example, individuals who have Dysplastic Naevi Syndrome, are also at risk, and
there is an increased risk in people who have already had a skin cancer or Keratoses diagnosed.

These are the bases for a good, contemporary and useful workplace policy on UV protection.

Sexual harassment and politicians

Bernard Keane, political columnist with Crikey.com, wrote on 20 November 2008 about the unacceptable conduct of Australian politicians. He wrote:

We’re not talking here about ordinary poor behaviour. There are boors and fools and thugs in workplaces across the country. It’s the sense of entitlement that seems to motivate many MPs to treat other people — whether they are staff, or waiters, or anyone who happens to cross them — with contempt. It’s a sense of entitlement encouraged by the job — one with a large salary, expenses, vehicles, travel and public profile. Most MPs manage to prevent it from going to their heads. But a lot don’t, and they make other people’s lives hell. Particularly because MPs aren’t under the same workplace laws as everyone else.

SafetyAtWorkBlog believes that, as the sexual harassment is occurring in workplaces, predominantly, that MP’s ARE “under the same workplace laws as everyone else”.

Keane refers to one case where a Minister who was sexually harassing a staff member was relocated to another ministry. The case recalls the Catholic Church’s risk control measure with paedophile priests.

Workplace safety regulators have been trying to emphasise for years that unacceptable behaviour in workplaces is more serious than a “bad day” or a “bad mood” and that this can be symptomatic of a sick workplace culture.

It is hoped that Crikey readers get to realise that inappropriate conduct at work can be criminal, a breach of OHS legislation or, even, a contravention of our Human Rights obligations. That the Australian political parties tolerate such behaviour is shameful

Competent safety professionals

Australian worksites have established a system of red, green or blue cards that are used to indicate a level of OHS competence on a range of worksites. This type of system is reflected around the world in different industries and different forms, such as Safety Passports, or the green card in Canada and the United Kingdom.

Some professional safety organisations in Australia have banded together, with the support of at least one OHS regulator, to establish a competency benchmark for safety professionals under the banner, Health and Safety Professionals Alliance (HaSPA). As people and organisations digest what is involved with HaSPA, some in the OHS industry believe the initiative is beginning to wobble.

Perhaps the HaSPA members need to promote the initiative in a more readily understandable concept – one that people can accept now and worry about the details later.

SafetyAtWorkBlog proposes the HaSPA Green Card. The operation of the card follows all the protocols of the other competency cards but in relation to the safety professional.

The concept may not work but it seems that the industrial safety industry has already laid decades of groundwork in competency identification and maintenance so why can’t safety professionals follow this and not impose an additional level of complexity to workplace safety?

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.

Sexual harassment and occupational health and safety

Some old-time safety professionals are struggling with the inclusion of psychosocial hazards in their safety management programs. Some deny the relevance of sexual harassment to their duties and hope that the issue can be contained within the human resources department, the “dark arts” of workplace safety.

Many of these same safety professionals are calling for more evidence-based decisions on workplace safety.

Evidence is now in on the social and work impact of sexual harassment. Australia’s Human Rights Commission has issued Effectively preventing and responding to sexual harassment: A Code of Practice for employers‘ which states on page 48

Employers have a common law duty to take reasonable care for the health and safety of their employees. This common law duty is reinforced by occupational health and safety legislation in all Australian jurisdictions.

An employer can be liable for foreseeable injuries which could have been prevented by taking the necessary precautions. As there is considerable evidence documenting the extent and effects of sexual harassment in the workplace, it has been argued that the duty to take reasonable care imposes a positive obligation on employers to reduce the risk of it occurring.

A work environment in which an employee is subject to unwanted sexual advances, unwelcome requests for sexual favours, other unwelcome conduct of a sexual nature, or forms of sex-based harassment, is not one in which an employer has taken reasonable care for the health and safety of its employees. A work environment or a system of work that gives rise to this type of conduct is not a healthy and safe work environment or system of work. An employer could be regarded as not having acted reasonably to prevent a foreseeable risk if practicable precautions are not taken to eliminate or minimize sexual harassment in the workplace.

Failure to fulfil the duty of care can amount to a breach of the employment contract as well as negligence on the part of the employer. This means that an employee who has been harmed could bring an action against their employer in contract or tort.

The guide can do with considerable translation to what businesses see as useful codes of practice in the application of safety management but perhaps that is for the private sector and State OHS regulators to work on.

There seems to be enough information available now on sexual harassment, fatigue, bullying, violence, fitness for work, shift work, depression and other matters, that the safety profession should be more embracing of these concepts in their own planning. Let’s hope that in this discipline we do not have to wait for generational change to achieve a change in approach.

Important victory for aircraft maintenance workers

The Department of Veterans’ Affairs may have to pay compensation to the maintenance crews of F-111 fighter planes. In the 1970s employees worked within the fuel tanks of the fighters with little, if any, PPE. In 2004 these workers were excluded from a healthcare and compensation scheme even though, according to one media report, evidence was presented that the workers had

a 50% increased risk of cancer
a two-fold increase in obstructive lung disease;
a two-and-a-half fold increase in sexual dysfunction; and
a two-fold increase in anxiety and depression.

One of the reasons the maintenance crews were denied compensation was that the Royal Australian Air Force (RAAF) had destroyed the maintenance records from before 1992.

An inquiry into the affair has received a submission from the commonwealth Ombudsman, John McMillan, and Labor MP, Arch Bevis, that strongly criticised the destruction and inadequacy of records.

In safety management, record-keeping is often seen, and dismissed, as “red tape”. The reduction of red tape is not the elimination of red tape and the reality of Australia’s increasing litigious legal system is that more records need to be kept, and for longer, than ever before.

Perhaps, the government, in its pledge to reduce red tape and business costs, should look at the lawyers’ insistence to business that the first port-of-call after an industrial incident is to call them so that everything becomes covered by legal-client privilege.

Perhaps it is the pressure to create paperwork than the paperwork itself that is the problem. In the case of the F-111 maintenance crews, regardless of the lack of paperwork, justice seems to be happening. It is just sad that so much pain and suffering had to be endured before getting close to a resolution.

Click HERE for a personal reflection on the health issues of the workers from one of Australian Rugby League’s champions, Tommy Raudonikis.

Category: safety

When too many graphic ads is never enough

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New UV Safety Guidance Note

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Sexual harassment and politicians

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Competent safety professionals

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The graphic workplace ads keep coming

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Sexual harassment and occupational health and safety

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Important victory for aircraft maintenance workers

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