1 / 15

SPE-165611

SPE-165611 The Human Chain - A Different Approach To Behavior Safety Program Through The Use Of Social Marketing Concepts. Dr. Elie Daher, United Safety. The Impact of Behavior on Safety. Slide 2. 2. Big improvements made in engineering and safety management systems in the last decade.

mark-randall
Download Presentation

SPE-165611

An Image/Link below is provided (as is) to download presentation Download Policy: Content on the Website is provided to you AS IS for your information and personal use and may not be sold / licensed / shared on other websites without getting consent from its author. Content is provided to you AS IS for your information and personal use only. Download presentation by click this link. While downloading, if for some reason you are not able to download a presentation, the publisher may have deleted the file from their server. During download, if you can't get a presentation, the file might be deleted by the publisher.

E N D

Presentation Transcript

  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

  2. The Impact of Behavior on Safety Slide 2 2 • 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. ENGINEERING ACCIDENT / INCIDENT RATES SYSTEMS BEHAVIOURS TIME

  3. The Impact of Behavior on Safety Slide 3 3 Attitude describes how people consistentlythink, feel and behave towards a particular subject. It can be broken down into four components: Cognitive Affective Evaluative 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.

  4. The ABC of Behavioral Safety 4 CONSEQUENCES ACTIVATORS BEHAVIORS SPE 165611 • The Human Chain - A Different Approach to Behavior Safety Program Through the Use of Social Marketing Concepts • Dr. Elie Daher

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

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

  7. Approach 1: BBS Slide 7 7 Do you seek Success? • 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. Do you avoid Failure? 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.

  8. Approach 1: BBS with Social Marketing Slide 8 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 SPE 165611 • The Human Chain - A Different Approach to Behavior Safety Program Through the Use of Social Marketing Concepts • Dr. Elie Daher

  9. Approach 1: BBS with Social Marketing Slide 9 9 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

  10. Approach 1: BBS with Social Marketing Slide 10 10

  11. Approach 1: BBS with Social Marketing Slide 11 11 • 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

  12. Approach 1: BBS with Social Marketing Slide 12 12 • Components of the Model: • Threat (severity & susceptibility) • Efficacy (response- & self-efficacy) • Fear Control vs. Danger Control

  13. Examples of Social Marketing Campaigns 13 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 Work Safe BC Using Social Marketing to Increase Occupational Health and Safety by Dr. Anne Lavack, British Columbia, Canada, 2008 SPE 165611 • The Human Chain - A Different Approach to Behavior Safety Program Through the Use of Social Marketing Concepts • Dr. Elie Daher

  14. Social Marketing and Stages of Change Slide 14 14 SAFETY CULTURE MATURITY MODEL Acknowledgements / Thank You / Questions IMPROVING SAFETY CULTURE One-Column Format Continually Improving Level 5 Emerging Level 1 Cooperating Level 4 Managing Level 2 Involving Level 3 Realize the importance of front line staff and develop personal responsibility Engage all staff to develop cooperation and commitment to improving safety Develop management commitment Develop consistency and fight complacency INCREASING CONSISTENCY

  15. 15 Acknowledgements / Thank You / Questions • WORKS CITED • Hudson, P.. "Implementing a safety culture in a major multi-national." Safety Science 45,.6 (2007): 697-722. Print. • "Human factors/ergonomics – Managing human performance, briefing notes." HSE: Information about health and safety at work. N.p., n.d. Web. 14 Nov. 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 • 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 • daher@unitedsafety.net

More Related