SPE-165611 The Human Chain - A Different Approach to Behavior Safety Program Through the Use of Social Marketing Concepts Dr. Elie Daher
Slide 2 The Impact of Behavior on Safety Big improvements made in engineering and safety management systems in the Accident / incident rates last decade. The next big step is to influence behavior and make it a part of a safe work culture. Time SPE 165611 • The Human Chain - A Different Approach to Behavior Safety Program Through the Use of Social Marketing Concepts • Dr. Elie Daher
Slide 3 The Impact of Behavior on Safety Attitude describes how people consistently think, feel and behave towards a particular subject. It can be broken down into four components: 1. Cognitive 2. Affective 3. Evaluative 4. Conative Behavior, on the other hand is an action. It is how the person acts or reacts to any given circumstance. Note: The link from behavior change to attitude change is stronger than attitude change to behavior change. SPE 165611 • The Human Chain - A Different Approach to Behavior Safety Program Through the Use of Social Marketing Concepts • Dr. Elie Daher
Slide 4 The ABC of Behavioral Safety Activators Consequences Behaviors SPE 165611 • The Human Chain - A Different Approach to Behavior Safety Program Through the Use of Social Marketing Concepts • Dr. Elie Daher
Slide 5 The Four Elements of Behavior Communication Memory We should be aware that the Ability to learn varies from information we think is person-to- person. Differences exchanged, often is diluted, exist in our aptitude and the distorted and way we comprehend, process misunderstood, if it is and store the information. received at all. Intuition Perception Trust Makes us react The difference your gut automatically to common between thought and situations. Our sub- action or saying and consciousness provides doing is perception. the solutions for these situations the moment we need them. SPE 165611 • The Human Chain - A Different Approach to Behavior Safety Program Through the Use of Social Marketing Concepts • Dr. Elie Daher
Slide 6 How to Change Behaviors Culture-based approach, Behavior-based safety, focuses on • • emphasizes the more fundamental the identification and modification importance of the organization's safety culture and climate of critical safety behaviors to address underlying elements of the Behavior Both approaches should be implemented at the same time so that change is not segregated into a ‘ pocket ’ , but rather, change is a shift to a new way of doing and thinking about doing. SPE 165611 • The Human Chain - A Different Approach to Behavior Safety Program Through the Use of Social Marketing Concepts • Dr. Elie Daher
Slide 7 Approach 1: BBS Do you seek Success? Empowerment of People : I I Can Do Do it, It It Wi Will Wo Work rk, It It i is Wo Wort rth it! No Yes From Accidents to Preventable Injuries: ''You kno know, thi this w was ju just an a n accident dent,'' he s he said. d. Do you avoid Failure? ''Acciden dents ts ha happen to en to peo eople. e. ” Bi Bill C ll Cli linton. Failure Success No acceptance seeker From Root Cause to Contributing Factors: Environmental factors, behaviors factors and person factors Failure From failure avoiding to success seeking Yes Over striver avoider Success seekers are the optimists, the self motivators SPE 165611 • The Human Chain - A Different Approach to Behavior Safety Program Through the Use of Social Marketing Concepts • Dr. Elie Daher
Slide 8 Approach 1: BBS with Social Marketing Social marketing theory suggests that an exchange takes place between the target audience (i.e., the worker) and the marketer (i.e., an industry group, or a major employer). Social marketing recognizes that • information alone does not change behaviors Social marketing focuses on target • audiences, including their needs, wants, and motivators Social marketing focuses on making • behaviors easy, fun, and popular! This flyer from New Zealand was designed to go on car windshields facing the interior, urging drivers not to speed near schools SPE 165611 • The Human Chain - A Different Approach to Behavior Safety Program Through the Use of Social Marketing Concepts • Dr. Elie Daher
Slide 9 Approach 1: BBS with Social Marketing Target Audience Target Audience Young Workers lack familiarity with basic safety procedures, inexperience in • the workforce lack the experience to recognize when a workplace • situation is dangerous unwilling to ask questions, as they don ’ t wish to appear • uninformed or incompetent more likely to take risks, as they underestimate the risk of • certain behaviors possess a sense of invincibility and believe that workplace • accidents happen to others desire to maintain their own self image, such as having a • macho or tough person syndrome (e.g., safety equipment is for wimps) maintaining one ’ s image as being a competent worker • (e.g., carrying very heavy loads) choose not to use safety equipment in order to avoid being • teased or made fun of by coworkers SPE 165611 • The Human Chain - A Different Approach to Behavior Safety Program Through the Use of Social Marketing Concepts • Dr. Elie Daher
Slide 10 Approach 1: BBS with Social Marketing Price Product The ‘price’ of adhering to a particular safety practice might be a Safety ‘products’ include the slight reduction in the speed with benefits of safe behavior. The major which a job can be done; the social benefit of safe behavior is greater marketing task would be to quality of life, both inside and demonstrate the value of safety, so outside of work. that the ‘price’ paid seems worth the safety that is being gained. Promotion Place Includes proactive media, marketing The workplace is the ‘place’ where advertising, websites, prints and they are most likely to enact safety posters. Type of communication behavior; however, the ‘benefits’ of materials. Tone and style of safe behavior extend into their message (e.g., informational; private lives by enhancing their rational; fear appeal; guilt appeal, quality of life outside of work. etc.). Use of pictures or graphics SPE 165611 • The Human Chain - A Different Approach to Behavior Safety Program Through the Use of Social Marketing Concepts • Dr. Elie Daher
Slide 11 Approach 1: BBS with Social Marketing EPPM model (Extended Parallel Process model) Fear Appeals: use ‘ gruesome ’ content in the form of: • vivid and/or personalistic language • gory pictures Components of the Model: • Threat (severity & susceptibility) • Efficacy (response- & self-efficacy) • Fear Control vs. Danger Control Consistent reports of positive changes in both safety behavior and accident rates regardless of the industrial sector or company size. SPE 165611 • The Human Chain - A Different Approach to Behavior Safety Program Through the Use of Social Marketing Concepts • Dr. Elie Daher
Slide 12 Approach 1: BBS with Social Marketing Fear Appeals: use ‘gruesome’ content in the form of: • vivid and/or personalistic language • gory pictures Components of the Model: • Threat (severity & susceptibility) • Efficacy (response- & self-efficacy) • Fear Control vs. Danger Control EPPM : Ref: anthonyroberto.com/eppm
Slide 13 Examples of Social Marketing Campaigns Work Safe BC Using Social Marketing to Increase Occupational Health and Safety by Dr. Anne Lavack British Columbia, Canada 2008 ExxonMobil Corporation Beyond Information: Using Social Marketing Techniques to Promote the Adoption of Protective Travel-Health Behaviors by L.G. Shallenberger, D.L. Buford, and G.A. Douglas, Houston, Texas, USA 2007 SPE 165611 • The Human Chain - A Different Approach to Behavior Safety Program Through the Use of Social Marketing Concepts • Dr. Elie Daher
Slide 14 Social Marketing and Stages of Change People go through a series of five stages in changing behaviors: Pre- Maintenance/ Contemplation Preparation Action Contemplation Advocacy It takes time to change behaviors, and change is not linear (people regress) Messages/interactions should be targeted to each stage Stage of change influences what we ask of audiences (and how we ask it) Asking too much of an audience may lead to them “ tuning out ” or ignoring the request Request actions that are consistent with stage of change; make your requests reasonable for your audience SPE 165611 • The Human Chain - A Different Approach to Behavior Safety Program Through the Use of Social Marketing Concepts • Dr. Elie Daher
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