Transcript Slide 1

SPE-165611
The Human Chain - A Different Approach To Behavior
Safety Program Through The Use Of Social
Marketing Concepts
Dr. Elie Daher, United Safety
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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
The Impact of Behavior on Safety
ENGINEERING
SYSTEMS
BEHAVIOURS
TIME
The Impact of Behavior on Safety
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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 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.
The ABC of Behavioral Safety
ACTIVATORS
BEHAVIORS
4
CONSEQUENCES
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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The Four Elements of Behavior
Trust
your
gut
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.
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.
How to Change Behaviors
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.
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Approach 1: BBS
Empowerment of People :
From Accidents to Preventable Injuries:
''You know, this was just an accident,'' he said.
''Accidents happen to people. ''
- Bill Clinton.
Do you avoid Failure?
I Can Do it, It Will Work, It is Worth it!
Do you seek Success?
NO
YES
NO
FAILURE
ACCEPTANCE
SUCCESS
SEEKER
YES
FAILURE
AVOIDER
OVER
STRIVER
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.
Approach 1: BBS with Social Marketing
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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
Approach 1: BBS with Social Marketing
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Target Audience: Young workers
•
•
•
•
•
•
Lack familiarity with basic safety procedures due to inexperience
Does not recognize when a workplace situation is dangerous
Unwilling to ask questions (does not want to be seen as incompetent)
More likely to take risks, underestimates risks
Possess a sense of invincibility (accidents only 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
Approach 1: BBS with Social Marketing
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.
The ‘price’ of
adhering to a
particular safety
practice.
demonstrate the
value of safety, so
that the ‘price’ paid
seems worth the
safety that is being
gained.
The workplace is the
‘place’ where they are
most likely to enact
safety behavior. The
‘benefits’ of safe
behavior extend into
their private lives by
enhancing their
quality of life outside
of work.
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Includes proactive
media, marketing
advertising, websites,
prints and posters.
Type of
communication
materials. Tone and
style of message.
Use of pictures or
graphics.
Approach 1: BBS with Social Marketing
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EPPM model (Extended Parallel Process)
Fear Appeals: use ‘gruesome’ content in the
form of:
vivid and/or personalistic language
gory pictures
 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
Approach 1: BBS with Social Marketing
Components of the Model:
Threat (severity &
susceptibility)
Efficacy (response- &
self-efficacy)
Fear Control vs. Danger
Control
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Examples of Social Marketing Campaigns
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ExxonMobil Corporation
Work Safe BC
Using Social Marketing to Increase Beyond Information: Using Social
Marketing Techniques to Promote the
Occupational Health and Safety
by Dr. Anne Lavack,
Adoption of Protective Travel-Health
British Columbia, Canada, 2008
Behaviors
By L.G. Shallenberger, D.L. Buford, and G.A.
Douglas, Houston, Texas, USA, 2007
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Social Marketing and Stages of Change
SAFETY CULTURE MATURITY
MODEL
IMPROVING
SAFETY CULTURE
Acknowledgements
/ Thank You / Questions
One-Column Format
Emerging
Level 1
Managing
Level 2
Develop management
commitment
Involving
Level 3
Realize the
importance of front
line staff and develop
personal responsibility
INCREASING CONSISTENCY
Cooperating
Level 4
Engage all staff to
develop cooperation
and commitment to
improving safety
Continually
Improving
Level 5
Develop consistency
and fight
complacency
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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: +1-403-912-3690
United Safety International
Quality & Innovative Safety Solutions
P.O. Box 500582 Office Park Building, 3rd Floor
Block A, Dubai Media City, UAE
T: +971 4 369 5075
C: +971 50 1891930
[email protected]
WORKS CITED
Hudson, P.. "Implementing a safety culture in a major multi-national." Safety
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"Human factors/ergonomics – Managing human performance, briefing
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2012. <http://www.hse.gov.uk/humanfactors/briefingnotes.htm>.
Kotler, Philip, and Nancy Lee. Social marketing: influencing behaviors for good. 4.
ed. Los Angeles [u.a.: Sage Publ., 2012. Print.
"Thinking about behavioural safety - Article." HSE: Information about health and
safety at work. N.p., n.d. Web. 14 Nov. 2012.
<http://www.hse.gov.uk/humanfactors/resources/articles/behavioural-safety.htm>.
Oil and Gas Global Salary guide 2012, Hay group.
http://www.worksafebc.com/news/campaigns/young_workers/previous_years/2001
/assets/pdf/ywresrep.panthonyroberto.com/eppm/hacr/EPPM.ppt