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