Behavior Safety Program Through Social Marketing
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Transcript of 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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"pproach *) BBS !ith Social 'areting
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"pproach *) BBS !ith Social 'areting
SPE 165611 The Human Chain - A Diferent Approach
Proram Throuh the !"e o Socia# $ar%etin Concep
2ear "ppeals) use gruesomeA content in the formof)
vivid and%or personalistic language
gory pictures
E66' model :Extended 6arallel 6rocess;
#onsistent reports of positive changes in bothsafety behavior and accident rates regardless of
the industrial sector or company si7e.
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"pproach *) BBS !ith Social 'areting
#omponents of the 'odel)
Threat :severity C
susceptibility;
Efficacy :response3 C
self3efficacy;
2ear #ontrol vs. Danger
#ontrol
f S #
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Examples of Social 'areting #ampaig
5or Safe B#
Using Social 'areting to Increase
/ccupational 0ealth and Safetyby Dr. "nne ?avac,
British #olumbia, #anada, +
Exxon'obil #orporation
Beyond Information) Usi
'areting Techni@ues to
"doption of 6rotective Tr
BehaviorsBy ?.F. Shallenberger, D.?. Buf
Douglas, 0ouston, Texas, US"
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Ac$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.
"