Suicide and OHS media campaigns should achieve tangible outcomes

Don’t jump rock cliff at Sydney, Australia

The benefits of advertising are notoriously difficult to quantify unless there is a specific product being promoted.  Advertising about occupational health and safety (OHS) is usually measured in the level of awareness of the viewers with questions such as

  • Are you aware of WorkSafe?
  • What does WorkSafe do?
  • When we mention WorkSafe to you, what do you think of?

But as with wellbeing initiatives, awareness does not always, some would say rarely, generate action; and action that affects real change.

Recently several Australian researchers looked at some of the existing studies around media campaigns on the prevention of

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