SPE The Human Chain - A Different Approach to Behavior Safety Program Through the Use of Social Marketing Concepts. Dr.

Transcription

1 SPE The Human Chain - A Different Approach to Behavior Safety Program Through the Use of Social Marketing Concepts Dr. Elie Daher

2 Slide 2 The Impact of Behavior on Safety Big improvements made in engineering and safety management systems in the last decade. The next big step is to influence behavior and make it a part of a safe work culture. Accident /incident rates Time

3 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.

4 The ABC of Behavioral Safety Slide 4 Activators Behaviors Consequences

5 Slide 5 The Four Elements of Behavior Communication We should be aware that the information we think is exchanged, often is diluted, distorted and misunderstood, if it is received at all. Memory Ability to learn varies from person-to- person. Differences exist in our aptitude and the way we comprehend, process and store the information. Trust your gut Intuition Makes us react automatically to common situations. Our subconsciousness provides the solutions for these situations the moment we need them. Perception The difference between thought and action or saying and doing is perception.

6 How to Change Behaviors Slide 6 Behavior-based safety, focuses on the identification and modification of critical safety behaviors to address underlying elements of the Behavior Culture-based approach, emphasizes the more fundamental importance of the organization's safety culture and climate 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.

7 Approach 1: BBS Slide 7 Empowerment of People : I Can Do it, It Will Work, It is Worth it! From Accidents to Preventable Injuries: ''You know, this was just an accident,'' he said. ''Accidents happen to people. Bill Clinton. From Root Cause to Contributing Factors: Environmental factors, behaviors factors and person factors From failure avoiding to success seeking Success seekers are the optimists, the self motivators Do you avoid Failure? No Yes Do you seek Success? No Failure acceptance Failure avoider Yes Success seeker Over striver

8 Approach 1: BBS with Social Marketing Slide 8 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

9 Approach 1: BBS with Social Marketing Slide 9 Target 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

10 Approach 1: BBS with Social Marketing Slide 10 Product Safety products include the benefits of safe behavior. The major benefit of safe behavior is greater quality of life, both inside and outside of work. Price The price of adhering to a particular safety practice might be a slight reduction in the speed with which a job can be done; the social marketing task would be to demonstrate the value of safety, so that the price paid seems worth the safety that is being gained. Place The workplace is the place where they are most likely to enact safety behavior; however, the benefits of safe behavior extend into their private lives by enhancing their quality of life outside of work. Promotion Includes proactive media, marketing advertising, websites, prints and posters. Type of communication materials. Tone and style of message (e.g., informational; rational; fear appeal; guilt appeal, etc.). Use of pictures or graphics

11 Approach 1: BBS with Social Marketing Slide 11 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.

12 Approach 1: BBS with Social Marketing Slide 12 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

13 Examples of Social Marketing Campaigns Slide 13 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

14 Social Marketing and Stages of Change Slide 14 People go through a series of five stages in changing behaviors: Pre- Contemplation Contemplation Preparation Action Maintenance/ 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

15 Slide 15 Acknowledgements / Thank You / Questions Dr. Elie Daher EVP and CMO United Safety LTD Quality & Innovative Safety Solutions 104 East Lake Road N.E. Airdrie, AB, Canada T4A 2J8 T: United Safety International Quality & Innovative Safety Solutions 14 Nov P.O. Box Office Park Building, 3 rd Floor Block A, Dubai Media City, UAE Paper # Paper Title Presenter Name T: C: daher@unitedsafety.net Works Cited Hudson, P.. "Implementing a safety culture in a major multinational." Safety Science 45,.6 (2007): Print. "Human factors/ergonomics à   Managing human performance, briefing notes." HSE: Information about health and safety at work. N.p., n.d. Web. 14 Nov < Kotler, Philip, and Nancy Lee. Social marketing: influencing behaviors for good. 4. ed. Los Angeles [u.a.: Sage Publ., Print. "Thinking about behavioural safety - Article." HSE: Information about health and safety at work. N.p., n.d. Web. < havioural-safety.htm>. Oil and Gas Global Salary guide 2012, Hay group. rs/previous_years/2001/assets/pdf/ywresrep.p anthonyroberto.com/eppm/hacr/eppm.ppt