As Australia’s Safe Work Month closes, the media is focussed on the four fatalities at Dreamworld theme park in Queensland. That situation is complicated as, although the incident is being investigated partly under Work Health and Safety laws, the decedents were visitors to the workplace. On the other side of the continent in Perth, prior…
Following, ostensibly, the Four Corners exposé of labour hire exploitation in Australia last year, the Victorian Government established an inquiry. That Inquiry’s final report has been released with lots of recommendations, several pertaining to occupational health and safety (OHS). The Government’s media release response is HERE. The main recommendations related to OHS are: I recommend…
Late yesterday four adults were killed on the Thunder River Rapids ride at the Dreamworld theme park in Queensland Australia. Investigations are ongoing and it was only recently that the names of some of the victims were released. The first few days after any fatality are confusing as new information is uncovered, old concerns are voiced and our sympathies for the dead expressed. However there are usually some comments that are unhelpful, and this morning was no exception.
ABC Radio’s AM program led with a report called “Union expresses concerns to Queensland safety regulator about Dreamworld rides”. In the report Ben Swan, Queensland Secretary of the Australian Workers Union says that the union raised safety and maintenance concerns with the company running DreamWorld, Ardent Leisure Group, earlier this year. Swan said that the concerns involved maintenance regimes and equipment but did not specify that Thunder River Rapids was part of those concerns.
Swan was at pains to not distract people from the incident investigation yet his readiness to be interviewed did just that. The union could have made its point about past safety concerns by pledging to cooperate with official investigations by the Coroner and Work Health and Safety Queensland.
Lawyer, Sugath Wijedoru was interviewed by AM over an incident at the theme park in April 2016 that involved his client. The incident involved a different ride and different circumstances.
Swan’s and Wijedoru’s comments and the structure of the AM report, imply that there was a systemic OHS problem with the theme park’s administration but how does this help the investigation less than a day after the deaths? Does this add to the grief and trauma of the relatives who have only just been informed of the deaths, or provide comfort? DreamWorld may have systemic safety management problems but identifying this is the role of the investigators.
The information that Swan, Wijedoru and others have about the Thunder River Rapids ride and Dream World’s OHS practices generally is sure to be of interest to the investigators, regulators and Courts but did they need to comment within 24 hours of the tragedies? Who did this help?
The report also end with the reporter Katherine Gregory reminding the listener that
“there is no national regulator for theme parks in Australia. Instead it is managed by each jurisdiction.”
The implication is that there should be one. Why? The only National OHS regulator Australia has is Comcare and that only covers a selection of workplaces and industries. The fact is that Australia has no national regulator of workplace safety in the manner of other countries. OHS is almost always dealt with by the States which makes the concluding comments curious and unnecessary.
Mainstream media feels the need to report news and the deaths of four people on an amusement ride is certainly news but does it need to encourage speculation about incident causes at the time that the company is trying to work out what happened and address the concerns of its workers, various investigators are only just getting the level of access to the scene they need, and relatives are finding out why some of their family are not coming home?
October is National Safety Month in Australia and episode 5 of the Cabbage Salad and Safety podcast discusses a range of topics to mirror the diversity of National Safety Month.
Siobhan Flores-Walsh and myself talk about:
The Gender in Safety conversation is one that I intend to expand upon in the coming weeks and is useful to notion relation to the increasing number of “women in safety”- type events.
This podcast is a mixed bag but I am interested in hearing your thought on the podcast and the topics it contains so post a comment here or email me.
People want information about their own health and fitness. Many are turning to wearable technology and activity trackers for that information, but information requires decisions or actions to gain benefit. The limitations of activity tracking and decisions was reinforced recently with some US research in the area. The University of Pittsburgh School of Education’s Department…
UCATT (Union of Construction, Allied Trades and Technicians) has been a regular critic of the construction company Laing O’Rourke over safety issues. Recently UCATT took aim at the “safety differently” approach to occupational health and safety (OHS) of which the Laing O’Rourke’s HSE Director European Hub, John Green, has been a leading advocate. UCATT has…
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.
Media 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.
*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.