Title:

Using Social Marketing to Increase Occupational Health and Safety

URL: http://www.worksafebc.com/contact_us/research/research_results/res_60_10_430.asp
Summary:

Reviews young worker focused occupational health and safety (OH&S) communications materials and determining how young workers respond to a sample of these materials. Published August 2008.

Highlights:
  • Fear appeals were used by over half of the 250 social marketing communication materials received. However, in most cases, fear appeals were not used in combination with the four principles (self efficacy, response efficacy, severity, and susceptibility) that are believed to be necessary for fear appeals to be effective.
  • The controlled online experiment with young adult males in B.C. (aged 18-24) demonstrated that fear appeal based ads were more effective when they included three of those principles - self-efficacy, susceptibility, and severity together in the ad.
  • The focus group discussions revealed that young workers may view the promoted safety behaviours as unrealistic due to environmental constraints in their workplaces, such as being hurried by a boss or the fear of being called a wimp by coworkers. Social marketing aimed at young workers should consider such constraints and be sure to promote safety behaviours that realistically could be performed in a young person's everyday work environment.
Topics: Safety, Occupational health & safety
Location: Canada-British Columbia
Resource Type: strategies and interventions, consumer research
Publisher:  
Date Last Updated: 2010-09-15 20:14:51

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