The challenge of marketing workplace safety

Safe Work Australia (SWA) has formally launched National Safety Month.  National Safety Month has existed for many years and is ostensibly a marketing exercise about workplace safety. As such it is worth looking briefly at the marketing of occupational health and safety (OHS) messages.

Campaigns can work well when there is a trusted and high-profile figure to be a spokesperson for the cause and, ideally, provides a testimonial or relevant back story. OHS in Australia lacks such a person.  Safety messaging almost always comes from the heads of regulatory agencies or business leaders whose public profiles are minimal.  Some prefer low profiles and when coerced to speak in public, often when on video, have a stilted delivery that limits the appeal.

Prominent support

If National Safety Month really wants to cut through into the mainstream media or to the broadest audience, it should have a message from the current Employment Relations Minister or, even better, the Prime Minister, at least.  National politicians guarantee media attention even if the entirety of the message is not used or explained.  State safety authorities have often been successful in gaining the support of their local Minister.

(A conference organiser trick that is regularly played in Australia is that if you want the Minister to open an event, let them know that if they cannot attend, the Opposition Party’s Shadow Minister has expressed an interest. The Minister then reprioritises the event.)

It is difficult to get Ministers’ time and even harder to have them on television or online video.  People understand this inconvenience and struggle, and the effort to get the Ministers seems to add strength and authority to the issues Ministers talk about. If National Safety Month, or the various State-based events, does not have the relevant Minister speaking at an event or in support of the event, or if the month goes by without, at least, a ministerial media statement, the community can justifiably say that the Minister does not care about workplace safety, even when they have responsibility for the portfolio.

Online

Most Australian OHS regulators have an online strategy in support of National Safety Month.  Over a decade ago when these strategies were introduced, the move online was almost always because it was seen as cheaper.  The minuscule size of the audience was rationalised with “if you build it they will come”.  The supposed success of many of these online strategies has not come from the subject matter, OHS is still seen as boring or a nuisance by most.  Online OHS marketing is, like so many others, riding the wave of technological change rather than affecting change itself.

Growth and success has come from the penetration of Twitter, Instagram, Facebook and other social media that pushes information to the audience bypassing the traditional media controllers who almost always ignored workplace safety unless there was a catastrophic disaster of multiple fatalities.

worksafe-awards-2016Media Disinterest

A minor but recent example of how the longterm media ignorance of OHS has changed media strategies is that WorkSafe Victoria offered no passes to the media for its awards night on October 7*, as it had done for most of the previous awards events.  WorkSafe seems to have become disheartened with the lack of mainstream media attention its awards received so it stopped inviting the media as a whole. The blanket exclusion is an odd decision given that WorkSafe Victoria has a strong online presence which would have been further strengthened by, at least, using the network of social media influencers.

The fact that WorkSafe Victoria has reconfigured its awards event back to an evening event and dinner is a further indication that the current WorkSafe is different from the previous incarnation under a conservative State Government.  However its difference is not new as it is more a return to what occurred in the past and what was seen as successful, just perhaps not in a media sense.  This “return to form” may reflect the expectations of the regulator, its stakeholders, the OHS profession and lobbyists but it has still failed to penetrate the editors’ interests in the next day’s newspapers.  The Herald-Sun newspaper does include a full-page ad (pictured above)about the winners but this would have been paid for.  Even so, it is a greater effort that in previous years where the ad was lucky to be a half-page.

Safety is too hard

The challenge of advertising about workplace safety is that the audience cannot buy safety; they must earn it, they must apply it, they must think about it and they must talk about it.  But largely they don’t.  It is seen as too complex and costly.  This perception has largely come through the politicisation of OHS from both extremes of politics and so OHS marketing has needed to consider the political juggling of its stakeholders, particularly when those stakeholders are embedded in the development of the safety message and the communication of the safety message through the tripartite consultative artefact, as they are in Australia.

So there are few options left available to safety regulators.  Safe Work Australia has chosen to add to the OHS body of knowledge and evidence through continuous release of reference documents and the Virtual Safety Seminars and podcasts which is the SWA’s main National Safety Month activity.  As SWA is not a safety regulatory, it has always had limited marketing opportunities so it is building a contemporary library of thought.

Most State OHS regulators continue to provide, at least, a week of free seminars and suburban and regional events using the internet largely as an administrative tool for event booking rather than a communication medium, but perhaps, SWA simply established its patch early.  And perhaps this is the most sustainable way to market workplace safety – talking face-to-face, showing new products and ideas, telling stories of what went wrong and what went right – reminding everyone that workplace safety is always about people.  After all, Australia’s most successful workplace safety ad, Homecomings, was all about the importance of people.

Kevin Jones

*SafetyAtWorkBlog enquired  with WorkSafe Victoria about media access some time ago but was advised that passes weren’t being issued and then it was too late to buy a ticket.

Young worker research misses the mark

On October 7 2016, Victoria’s trade union movement held a Young Worker Conference.  The major public statement from that conference was the launch of a survey report called Young Workers Health and Safety Snapshot.  The report has received some mainstream press which is not unusual for this type of trade union member survey.  Almost twenty…

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Asbestos presents political opportunities for vision and leadership

Asbestos is not something this blog writes about often, principally because the risk of asbestos-related diseases is well established and the control measures identified.  Ideally asbestos should be left in the ground as, no matter in what state it is used, it presents a serious hazard to someone wherever it has been mined or used.  But few countries are willing to make this commitment and even if they do asbestos-containing materials (ACM) continue to be imported regardless of any bans in place, as Australia is currently experiencing.

This fundamental occupational health and safety (OHS) and public health issue is not helped when prominent figures utter dangerous misrepresentations.  MotherJones has pointed out that in his co-authored 1997 book, The Art of the Comeback, now United States Presidential-hopeful Donald Trump described asbestos as

“the greatest fire-proofing material ever used.”

That asbestos is

“100 percent safe, once applied,” and  “got a bad rap.”

The quotes are 19 years old so Trump may have achieved a different perspective on asbestos and it would be good to have someone pose the question, perhaps in the next debate, although he may simply deny he ever said that. (He would be technically right, he never said it, he wrote it)

cover-of-asea_annual_operational_plan_2016-17_web_final_accAustralia does not have a Trump but it does have an Asbestos Safety and Eradication Agency (ASEA) and only last week the Minister for Employment, Senator Michaelia Cash (great name for a politician giving out money), gave the agency an

“additional $3.4 million over two years in the 2016-17 Budget”.

This was a timely increase, at least politically, to counter the continued importation of a banned substance as mentioned above. However, the allocation of this money to the ASEA misses the target.  ASEA does not control the importation of building products; that is the job of the Australian Border Force.

ASEA released its Annual Operations Plan 2016-17 at the end of September in which it addresses the asbestos importation issue:

“ASEA works with all levels of government to assist in responding to the strategic risks of asbestos in Australia. The agency coordinated the development of a Rapid Response Protocol through the Heads of Workplace Safety Authorities (HWSA) Imported Materials with Asbestos Working Group. The protocol is the first of its kind, enabling government agencies to work cooperatively and efficiently across jurisdiction and portfolio lines when products have been identified as containing asbestos. This allows agencies to work through the practicalities of concerns that such products may cross, or have crossed, state lines.”

This national and cross-agency cooperation is good and required but “the practicalities of concern” is the major barrier to change.  Government never seems to have sufficient funds to make a ban as effective as possible or it needs to be.  Allowing ACM into Australia, even though the building material contains a government-banned substance, creates costs on public and occupational health but as these costs are further down the supply chain and may not appear for decades, Government considers them to be acceptable.  It is highly unlikely that the cost of preventing ACMs at the border would be more expensive than the long-term health costs that the Government will need to pay through public health and hospitals and that employers may need to pay through lost productivity, business disruption and workers’ compensation. (This is another example of why OHS need economists and financial estimators.)

cover-of-asbestos-importation-reviewIn February 2016, Minister for Border Protection, Peter Dutton, announced an inquiry into the importation of ACMs, to be conducted by KGH Border Services, a company with which the Minister’s Department has been in a partnership since early 2015.  The final report seems to imply that the issue is too difficult to police and that the current process is the best the Government can do, particularly as a large part of the asbestos problem originates in China, Australia’s most lucrative trading partner.

“For most businesses involved in international trade, a rational cost/benefit analysis of investment in compliance is not justified by the incentives that government offer to promote voluntary compliance. Despite the critical effect of asbestos exposure to public health and safety, it remains a cheap and effective material for use in a wide range of goods. Asbestos continues to be widely used internationally, and is incorporated in goods manufactured by Australia’s largest trading partners, such as China.”

This paragraph from the KGH report illustrates the tone of the report.  Asbestos is cheap and effective and used widely, however it is also deadly.  As mentioned above, asbestos and ACM is only cheap to purchase but can have decades long costs that would/should render the cheap purchase a nonsense.  That asbestos is effective echoes Trump’s position.

The report also states:

“Due to the differing standards applied to asbestos regulation internationally, it may be inefficient for suppliers that sell to a range of markets, to ensure compliance with the Australia’s strict import prohibition. The Australian prohibition relates to all forms of asbestos, but chrysotile is not internationally recognised as a dangerous form of asbestos. Countries that mine chrysotile maintain that it is safe, and continue to export it to a number of other countries, where it is still widely used in products that supply a range of industries.”

Regardless of what other countries do, Australia’s Department of Health identified the hazard of chrysotile asbestos as early as 1999 and has stated for some time that:

“There may be no safe exposure level for chrysotile, so all exposure should be avoided” and

“If a safer product or process can be substituted for one involving chrysotile, this should be done.”

According to KGH Border Services chrysotile is not internationally recognised as a dangerous form of asbestos.  So what?  The government that commissioned the KGH report has stated it is dangerous!!??

The KGH report also outlines what is already known and the reason for the existence of the ASEA:

“There is also confusion about policy and regulatory responsibilities across Government in Australia and some ambiguity in the overarching legal framework that establishes Australia’s strict prohibition. The Department of Employment (DoE) has policy responsibility for the legal framework that establishes the border control. The DIBP administers the import and export prohibitions at the border. The Asbestos Safety and Eradication Agency (ASEA) is responsible for administering the import and export permission regime on behalf of the Minister for Employment. The Australian Competition and Consumer Commission (ACCC) and state and territory work, health and safety (WHS) regulators have a role in enforcement of the asbestos prohibition domestically. This cross-over between various Commonwealth and state and territory authorities can confuse the public’s perception of the DIBP’s role in asbestos regulation, and its ability to affect changes to the legal and policy frameworks that establish the prohibition. Clarification of the responsibilities and coordination efforts across Government would reduce this confusion and increase the effectiveness of the Government’s response to asbestos issues.”

If asbestos was not killing Australian workers and their families, it would be funny that overlapping and conflicting responsibilities (a responsibility managed by the Government) “can confuse the public’s perception of the DIBP’s role in asbestos regulation”.  The public may not understand the role of the DIBP but it certainly understands the fatal risks associated with asbestos.  The calls from the public and the unions for stronger policing of banned substances is less a criticism of the Department of Immigration and Border Protection (DIBP) that it is a criticism of the Government for inaction.

The report also suggests that other levels of Government should be pulling their weight on asbestos management.  They should, and they are, but how much easier, cheaper and more productivity their jobs would be if the Federal agencies prevented ACMs entering the country.  It just may be possible to eliminate the established asbestos hazards if new asbestos was stopped being imported.

It may also be useful to note that Minister Dutton seems to see the call for controlling asbestos imports as a trade union conspiracy.  One could just as well claim that safe asbestos is a Trump conspiracy.

The Australian Government is mismanaging the latest controversies around the importation of asbestos-containing material but to manage it appropriately requires hard questions that this government chooses not face.  The deaths associated with asbestos exposures are increasing and are likely to for some decades yet.  How many decades, is the choice of this Government.  Act now and seriously and fewer people will die, businesses will be more sustainable, health and compensation costs will be less.  In fact there may even be more jobs and growth.

Politicians are regularly called on to provide vision.  Asbestos seems to be one of those issues where the vision can be readily understood and easily explained.  Addressing the issue in a serious way could also be seen as an example of leadership and the basis for a political legacy.  And it is not as if asbestos is irreplaceable.  Trump may see it as a miracle building material but the combination of new products with safety in design principles should be able to achieve a comparable fire protection level.

Vision and leadership.  Where have we heard those words  before?  Oh yes, EVERYWHERE.

Kevin Jones

Does accessing government assistance need to be so hard?

Nothing is ever easy in farming.  Several Australian States have introduced a rebate scheme to help farmers improve the safety of the quad bikes so the vehicles, also inaccurately called All Terrain Vehicles (ATV), should be made safer. The argument over safety has persisted for many years and has resulted, most recently, in rebates for safety improvements provided by the government.  However, two States – Victoria and New South Wales – have different processes to accessing these rebates and the NSW process seems to deter farmers from applying for the rebates.

caution ATV signThe Victorian Government’s rebate scheme is administered through WorkSafe who provides a Frequently Asked Questions which is simple and clear.  The dates of activity are listed and, primarily, proof of purchase is the main document for eligibility. Victorian farmers can obtain a rebate for:

“$1200 for the purchase of an alternate vehicle such as a side-by-side vehicle (SSV) or a small utility vehicle (SUV). The alternate vehicle must be designed for use in agriculture and at point of sale have rollover protection and a fitted seatbelt. Sport vehicles and small commercial vehicles, such as utes, are excluded.

Up to $600 for the purchase of up to two operator protection devices (OPD). The OPD must have been designed and manufactured in accordance with approved engineering standards and independently tested to be eligible for the rebate. There are currently two OPD devices that meet this criteria and are eligible for the rebate. They are the Quadbar™ and the ATV Lifeguard.”

The NSW process is funded by SafeWork NSW with a complex set of terms and conditions.  The purchase options seem narrower but the major difference in the two rebates schemes is New South Wales’ insistence that farmers must attend an “educative interaction”.  According to a SafeWork NSW FAQ farmers are required to:

  • “get along to a Farm Safety Day run by SafeWork NSW or one of its program partners
  • visit the SafeWork NSW stand at an Agricultural Field Days
  • request a free on-farm Workplace Advisory Visit and we will come to you
  • attend one of the 100 training events being offered by Tocal College.”

SafetyAtWorkBlog has been told that farmers find this to be condescending and are suspicious of SafeWork NSW’s intentions, particularly in relation to the “free on-farm Workplace Advisory Visit”. Such visits are likely to be SafeWork NSW’s preferred option as there are only a limited number of Field Days available every year. WorkSafe Victoria does not insist on educative interactions as part of the rebate scheme which increases NSW framers’ suspicions.

The Federal Chamber of Automotive Industries (FCAI) recently released a new video to support its claims that Operator Protection Devices (OPD) or Crush Protection Devices (CPD) “are not the answer“.  The FCAI has been out of step with the issue of quad bike safety for many years and it is difficult to sympathise with its position when governments are “endorsing” OPDs through rebate schemes.

The FCAI’s position seems to be shortsighted as the rebates are encouraging farmers to apply a Gordian Knot solution to the bickering over quad bike safety.   Both the NSW and Victorian rebate schemes encourage farmers to purchase side-by-side vehicles (SSV) which, due to the framework over the driver, have no need for the OPDs on offer.  SSVs are more expensive than quadbikes but can be seen as endorsed safer options by the regulators of safety in each of the States.

Having dug in to a contrary position of additional safety measures on quad bikes, the FCAI is getting more out of step with the regulators’ positions and the safe desires of farmers and farming families.  But perhaps criticising the FCAI is unfair, after all, it is a body representing the interests of automotive manufacturers.  Generations have grown up equating motor vehicle manufacturing with safety, ever since “Unsafe at Any Speed” was published in the 1960s, but the FCAI seems different.  It has its own definition of workplace safety that is not in step with government or safety regulators.

Farmers, like all business operators, need to decide for themselves who they trust more for their own safety – regulators or salespeople.

Kevin Jones

 

Knowledge remains power, even in the age of robots

A recent safety convention in Australia had as its theme “Disruption”, a fashionable term that can mean many things to many people.  Perhaps why it is a marketer’s dream word.  The initial session of the convention was unnerving because speakers were saying that the current jobs and activities of safety professionals will be undertaken by artificial intelligence in a decade.  This change is not a coordinated strategy but bits and pieces of this change/threat keep appearing, the latest was in The Guardian on 25 September 2016 in an article called “You’d better listen up“.

That article, ostensibly about headphones included this workplace application:

“Bragi has recently announced a partnership with IBM where it hopes to deliver the massive processing power and cognitive capacity of the Watson AI system via its devices. At the moment, it is exploring how these capabilities could be employed in the workplace. For example, maintenance workers could describe an issue, Watson recognises the problem and talks them through the solution – without their having to refer to manuals or computers, keeping their hands free for the repair. Similarly, doctors could get help with recognising rare conditions and their conversation with a patient would be recorded and saved to the cloud for their records.”

Futuristic Engineer in yellow hardhat holding tablet

The safety benefits of this contraption is obvious – a manual on call  and responsive to vocalised questions.  As anyone with a Glaswegian accent trying to set up voicemail in Australia will know, vocal recognition still has a long way to go unless the world is able to be un-Babelled and speak with one accent. (Please not Australian, as artificial intelligences (AI) would struggle with the constant answering of “Yeah – Nah”)  Voice recognition software has needed long hours of training to be functioning at a basic level.

Thankfully that tech challenge can be left to the technologists.  What is more important, and could provide safety professionals with a future, is the back-end of the application of Watson.  Any AI needs knowledge so that the advice it provides to the user/listener/engager is accurate and relevant to the situation, literally, at hand.  AIs will not create their own knowledge, at least in the short term, and so will rely on safety professionals and others to provide the knowledge to the software.

Safety professionals are unlikely to provide knowledge of a specific process but will likely be called on to add value to the mechanical work activity or discussion.  Occupational health and safety (OHS) is likely to be one of the assessment criteria used by the AI.  For instance, in the response to the work activity quoted above the maintenance worker will want to know how to do something.  The OHS contribution to the AI’s response would be to ensure that the task is undertaken safely, in a safe environment or with the suitable protective equipment or the correct tool.

The convention was shown video of an AI that verified that workers were dressed appropriately for the work conditions before allowing access to site.  This would replace those OHS consultants who like to be safety police but the situation described in the video was understandable.  There are rules for specific PPE prior to entering a workplace with hazards that could be reduced by wearing the PPE.  No PPE, no site access.  The argument in favour of AI applications would be that the safety professional could attend to more important activities.  The sad reality is that some safety professionals rely on this type of activity to give their jobs worth.

The reality of AI in OHS cannot be avoided.  Those who advocate for disruption argue that disruption provides opportunities for the creative, the agile and the clear thinkers but it is also the case that many safety professionals will be left behind like Neanderthals to Hom (OHS) Sapiens.

Kevin Jones

Taking Total Cost of Injury seriously could substantially change how safety is managed

Cost is the last consideration in occupational health and safety (OHS) but is usually the first consideration in all other decisions.  “Can we afford to improve something? No.  So let’s do something else”.  There is something fundamentally skewed in determining the cost-benefit analysis when it comes to workplace safety. For several years Safe Work Australia (SWA)…

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Wellness programs need to fit business management

Recently Corporate Bodies International circulated an annual membership offer (no costs listed in this link) to its Australian market.  It said:

“Employees and their families have access over to over 300 live webinars and exercise classes, monthly health videos, posters, online GP, Dietitian and Exercise Physiologist appointments – from anywhere in the world, just to name a few of the inclusions. All of this for little more than the cost of a cup of coffee.”

It is the last line that requires a bit more consideration as no program only costs just what marketers claim.

Business cartoon about lowering insurance costs by having fit, exercising employees.

The CBI offer included a link to a flyer about its Healthy Bodies Subscription which involves $A1,800 per annum for companies with less than 100 staff to about ten times that for a much larger number of staff. The services extend from webinars, posters for toilet walls and newsletters to “GP2U Online GP Access” which involves:

“Diagnosis, immediate prescriptions, specialist referrals and medical certificates, all from the convenience of the office. Designed for critical workers or the executive team, minimising work disruption”.

For an organisation that has no occupational health and safety (OHS), Human Resources or well-being resources, purchasing a package like this may be financially attractive but it can also lock one into a pool of medical advisors that could generate conflicts later on with, for instance, insurers, legal representatives, project partners and others. The provision of “immediate prescriptions” may also be a benefit that needs some further investigation – prescriptions by who? For any medication?

A company needs to decide whether it wants to be in total control of the medical services it may offer, or may need to offer, to its employees and whether subscriptions are sufficiently responsive to meet the fluctuations that occur with any workforce and with the business’ profitability.

It is also worth considering whether employees can choose to opt-out and continue being diagnosed or treated by their own physician.  How would such a corporate subscription allow for this worker right?  If the worker opts out, would this be seen as being disloyal? Would this reduce the number of workers covered by the subscription and affect the overall cost to the company?

Owning the welfare program for one’s own employees allows a company to shop for the best deal and to tailor the program to match the fluctuations of the company’s needs. Would this cost more than the subscription fees in the table above? Almost certainly, IF the subscription cost was the only cost involved.  It is important to look beyond cost to operating costs like management control, good governance and due diligence – to the broader context to which occupational health and safety law is pushing Australian companies.  These factors are rarely costed and are frequently overlooked, probably as a consequence of not being measured.  It is a shame that such “intangibles” are accepted as part of economic assessments but are dismissed in relation to OHS.

Kevin Jones