SPE-165611 The Human Chain - A Different Approach to Behavior - - PowerPoint PPT Presentation

SPE-165611 The Human Chain - A Different Approach to Behavior Safety Program Through the Use of Social Marketing Concepts

• Dr. Elie Daher

The Impact of Behavior on Safety

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

• 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

The Impact of Behavior on Safety

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

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.

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

The ABC of Behavioral Safety

Activators Behaviors Consequences

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

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. Perception The difference between thought and action or saying and doing is perception.

Trust your gut

The Four Elements of Behavior

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

How to Change Behaviors

• Behavior-based safety, focuses on

the identification and modification

• f critical safety behaviors to address

underlying elements of the Behavior 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.

• Culture-based approach,

emphasizes the more fundamental importance of the organization's safety culture and climate

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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

Empowerment of People :

I I Can Do Do it, It It Wi Will Wo Work rk, It It i is Wo Wort rth it!

From Accidents to Preventable Injuries:

''You kno know, thi this w was ju just an a n accident dent,'' he s he said. d. ''Acciden dents ts ha happen to en to peo eople. e.” Bi Bill C ll Cli linton.

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 seek Success? No Yes No

Failure acceptance Success seeker

Yes

Failure avoider Over striver

Do you avoid Failure?

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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

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

• n car windshields facing the interior, urging

drivers not to speed near schools

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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

Target Audience 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

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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

Product

Safety ‘products’ include the benefits of safe behavior. The major benefit of safe behavior is greater quality of life, both inside and

• utside 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

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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

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 model (Extended Parallel Process model)

 Consistent reports of positive changes in both safety behavior and accident rates regardless

• f the industrial sector or company size.

Approach 1: BBS with Social Marketing

EPPM : Ref: anthonyroberto.com/eppm

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

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Examples of Social Marketing Campaigns

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

Social Marketing and Stages of Change

• People go through a series of five stages in changing behaviors:
• 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 Pre- Contemplation Contemplation Preparation Action Maintenance/ Advocacy

Acknowledgements / Thank You / Questions

Paper # • Paper Title • Presenter Name

• 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 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/be havioural-safety.htm>.

• Oil and Gas Global Salary guide 2012, Hay group.
• http://www.worksafebc.com/news/campaigns/young_worke

rs/previous_years/2001/assets/pdf/ywresrep.p

• anthonyroberto.com/eppm/hacr/EPPM.ppt

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