behavior safety program through social marketing

7/24/2019 Behavior Safety Program Through Social Marketing

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The Impact of Behavior on Safety

Big improvements

made in engineeringand safety

management

systems in the last

decade.

The next big step is

to influence behavior

and mae it a part of

a safe !or culture.

"##IDE$

T%I$#IDE$T&"TES

TI'E

ENGINEERING

SYSTEMS


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The Impact of Behavior on Safety

"ttitude describes ho! people consistentlythin, feebehave to!ards a particular sub(ect. It can be broen

into four components)

*. #ognitive

+. "ffective

. Evaluative

-. #onative

Behavior is an action. It is ho! the person acts or reacts t

circumstance. $ote) The lin from behavior change to atti

change is stronger than attitude change to behavior chan


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"#TI"T/&S BE0"I/&S #/$S

The "B# of Behavioral Safety

SPE 165611 The Human Chain - A Diferent Approach

Proram Throuh the !"e o Socia# $ar%etin Concep


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The 2our Elements of Behavior

I$TUITI/$'aes us react automatically

to common situations. /ur

sub3consciousness provides

the solutions for these

situations the moment !e

need them.

Tru"tyourut

'E'/&4

"bility to le

person3to3

Difference

aptitude a

comprehe

store the i

#/''U$I#"TI/$

5e should be a!are that

the information !e thin is

exchanged, often is diluted,

distorted and

misunderstood, if it is

received at all.

6EE6TThe differe

bet!een t

action or s

doing is pe


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0o! to #hange Behaviors

Behavior3based safety,

focuses on the identification

and modification of criticalsafety behaviors to address

underlying elements of the

behavior.

#ulture3based approac

emphasi7es the more f

importance of the organsafety culture and clima


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'

'(*A+,

ACCEC

)ES *A+,A/(+

"pproach *) BBS

2rom &oot #ause to #ontributing 2actors)Environmental factors, behaviors factors and person factors

2rom failure avoiding to success seeing

Success seekers are the optimists, the self motivators.

D

oyouavoid2ailure9

Do yo


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"pproach *) BBS !ith Social 'areting

Social mareting theory suggests that an

exchange taes place bet!een the

target audience :i.e., the !orer; and the

mareter :i.e., an industry group, or a

ma(or employer;.

Social mareting recogni7es thatinformation alone does not changebehaviors

Social mareting focuses on targetaudiences, including their needs, !ants,and motivators

Social mareting focuses on maingbehaviors easy, fun, and popular #hoose not to use safety e@uipment in order to avoid

being teased or made fun of by co!orers

SPE 165611 The Human Chain - A Diferent Approach to Behavior Saety Proram Throuh the !"e oSocia# $ar%etin Concept" Dr& E#ie Daher


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SPE 165611 The Human Chain - A Diferent Approach

Proram Throuh the !"e o Socia# $ar%etin Concep

2ear "ppeals) use gruesomeA content in the formof)

vivid and%or personalistic language

gory pictures

E66' model :Extended 6arallel 6rocess;

#onsistent reports of positive changes in bothsafety behavior and accident rates regardless of

the industrial sector or company si7e.


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#omponents of the 'odel)

Threat :severity C

susceptibility;

Efficacy :response3 C

self3efficacy;

2ear #ontrol vs. Danger

#ontrol

f S #


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Examples of Social 'areting #ampaig

5or Safe B#

Using Social 'areting to Increase

/ccupational 0ealth and Safetyby Dr. "nne ?avac,

British #olumbia, #anada, +

Exxon'obil #orporation

Beyond Information) Usi

'areting Techni@ues to

"doption of 6rotective Tr

BehaviorsBy ?.F. Shallenberger, D.?. Buf

Douglas, 0ouston, Texas, US"


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Ac$no("e)gement * Than$ +ou * ,ue

/ne3#olumn 2ormat

Emerging

eve" 1'anaging

eve" .

Involving

eve" /

#ooperating

eve" 0

Develop management

commitment

&eali7e the importance

of front line staff and

develop personal

responsibility

Engage all staff to

develop cooperation

and commitment to

improving safety

Develop con

and fight co

+$P(/+'0 SA*ET) C!,T!E

+'CEAS+'0 C('S+STE'C)

SA*ET) C!,T!E $AT!+T)$(DE,

Social 'areting and Stages of #hang


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Ac$no("e)gement * Than$ +ou * ,ue5/&HS #ITED

Hudson, P.. "Implementing a safety culture in a major multinatio!,.# $%&&'() #*''%%. Print.

"Human factors+ergonomics -/0 1anaging human performaHSE) Information about health and safety at 2ork. 3.p., n.d. 4eb6http)++222.hse.gov.uk+humanfactors+briefingnotes.htm7.

8otler, Philip, and 3ancy 9ee. Social marketing) influencing beh9os :ngeles ;u.a.) Sage Publ., %&5%. Print.

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behavior safety program through social marketing

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