WorkSafe Saskatchewan Marketing Behaviour Change. Heather Getz Manager, Social Marketing October 29, 2015

Transcription

1 WorkSafe Saskatchewan Marketing Behaviour Change Heather Getz Manager, Social Marketing October 29, 2015

2 Session Outline How does a campaign originate? What is Social Marketing? Research Campaign development Execution Evaluation 2

3 How does it start?

4 Industry & Injury 4

5 Behaviour- Group Activity Distracted Driving What is it? Why would you do it? Pros/cons What would lead you to change? 5

6 Traditional Marketing - 4Ps Product - what is it you are selling? Price - What is the cost? Place - Where can people find it? Promotion - How do people find out about it? 6

7 Social Marketing more Ps Policy: What policy would help you? Who implements those? Partnership: Who else shares your goals? Where can you find alignments in the community? Purse strings: Who funds your efforts? Public: your internal and external target audience 7

8 Stages of Behaviour Change* *Transtheoretical Model of Behaviour Change. University of Rhode Island, Cancer Prevention Institute provides detailed explanation of this integrated model of health behaviour change: 8

9 Where is Saskatchewan?

10 Distracted Driving Rationale Purpose: to build awareness of types of driver distraction and move target audiences to Action. Why this Product? Current State: Distracted driving surpassed alcohol as the top cause of highway collisions and fatalities in Saskatchewan. On average, MVAs kill 7-8 workers per year. 33% of WCB Fatalities on average are vehicle related. Over 80% of public surveyed eat while driving 50% use the phone and over 20% text and drive. 10

11 Distracted Driving Traditional Marketing Ps: Product: Outcome- focused drivers Price (Payback): Miss contact Not eat/drink = habit Late for work change routine No tickets No crash Placement: Areas with high risk of collision due to increased economic activity In home In car Out of home social situations Promotion: TV Billboards & radio Theatres, bus boards, restaurants & bars 11

12 Distracted Driving Policy Partnerships Purse strings: WCB SGI RCMP Public Audience: year old drivers 12

13 Distracted Driving Placement: When? July/August 2014 Where? Areas with high volume oil, gas and heavy activity in the construction industries. Behaviour Messages: Awareness - What s your distraction? Action - Turn off your phone. 13

14 Traffic Flow Southeast Increase in Average Traffic Flows, from 2007 Levels: Southeast Cars: Hwy 13 - Carlyle to Weyburn Trucks: Hwy 13 - Carlyle to Weyburn Cars: Hwy 39 - Estevan to Weyburn 120% 100% Trucks: Hwy 39 - Estevan to Weyburn Cars: Hwy 47 - Estevan to Hwy 48 Trucks: Hwy 47 - Estevan to Hwy % +96% 80% 60% 40% 20% +58% +53% +46% +29% 0% -20%

15 Traffic Flow Northwest

16 Storyboard

17 Storyboard

18 Storyboard

19 Distracted Driving Video

20 Distracted Driving Creative 20

21 Distracted Driving Creative Resto-bar Washroom Posters: Lloydminster, Estevan, Weyburn Print Ads : Four Chamber Publications; North Saskatoon Business Association; Saskatchewan Urban Municipalities Assoc. Canadian Prevention Management Magazine (free) Radio: Provincial Work & Lake 21

22 Distracted Driving - Results Ad Recall: 89% recall in target areas Behavioural: Reported Texting and driving behaviour in the target area reduced: From 35% occasionally & 44% seldom To 9% occasionally & 70% seldom Reported Distracted behaviour went UP in targeted areas = increased awareness

23 General Campaign Creative 23

24 Leadership Campaign Print ads 24

25 Leadership Campaign Print & Earned Media 25

26 Leadership Campaign Print & Earned Media 26

27 Youth Campaign Summer Street Team

28 Youth Campaign Work2Live Survival Tour 28

29 Youth Campaign Work2Live Survival Tour 29

30 Campaign Research Survey of Saskatchewan working public Data as of December

31 Campaign Research Results Recall Thinking back on the last several months, do you recall seeing, reading or hearing any advertising messages that encourage people to think about working safely? (Asked of all; n=783) 80% of the Working Public recall ads about working safely. 100% 59% 63% 65% 59% 65% 65% 59% 53% 60% 74% 83% 79% 80% 50% 0% Jun-07 Oct-07 Jun-08 Nov-08 Jul-09 Dec-09 Jun-10 Dec-10 Jan-12 Dec-12 Jun-13 Dec-13 Dec-14 Recall ads about safety in Sask. Recall ads encouraging them to think about working safely 31

32 Campaign Research Results Recall WorkSafe Saskatchewan/generic 'work safe' Father arm crushed/notify family Be aware/careful of your surroundings Mission: Zero/zero tolerance Workplace injuries are preventable General safety ad 5% 5% 8% 9% 14% 14% Can you describe the ad or the workplace safety information in a few words? (Asked of respondents who recall safety advertising; n=628) Top four of five recall items reflect WorkSafe/Mission: Zero advertising. Highway safety/slow down 5% Scary/gruesome/thought-provoking ad 4% Billboards/posters (general) 4% OH&S 4% Man cuts finger at construction site 3% Wear proper equipment 3% Related to farm safety 3% Accident at work (general) 3% Come home safe tonight (SaskPower) 2% Girl falls from ladder after being hit 2% Correct lifting procedures posters 2% Information through work 2% Call before you dig/saskpower 2% TV ads (various) 1% Be aware of moving equipment 1% Play safe 1% 32

33 Campaign Research Results Recall Yes, 73% No, 26% The Worker s Compensation Board conducts a campaign that focuses on safety in the workplace and preventing injuries. This advertising is labeled Mission: Zero or WorkSafe Saskatchewan. Are you aware of this advertising campaign? (Asked of all; n=783) 33

34 Campaign Research Results Recall Specific images Wife/child notified of accident 27% Mission Zero/red circle/zero 19% Yes, 60% No, 40% Be aware of safety/accident prevention Falling/ladders 10% 13% Hardhat/safety equipment 7% General/graphic accident image 7% Black/yellow 6% Car-truck accident 5% Are there any visual images you recall seeing in the Logo/words/WorkSafe 5% advertising? (Asked of respondents who have heard/seen Mission: Zero/WorkSafe Saskatchewan advertising; n=575) The top 2 answers indicate specific campaign recall. Construction site accident Stickman workers Other 3% 1% 13% The Distracted Driving campaign is directly recalled by 5% of respondents. 34

35 Campaign Research Results Behaviour Yes, 36% No, 64% Have you done anything to prevent injuries because of Mission: Zero? (Asked of respondents who have heard/seen Mission: Zero/WorkSafe Saskatchewan advertising; n=575) 35

36 Campaign Research Results Behaviour Use/maintain proper equipment 24% Mindfully work safe/check equipment 19% Keep work area clear of hazards Institute internal programs/communications Watch over other employees Slow down/work step-by-step 18% 17% 15% 12% What do you do differently? (Asked of respondents who have done something to prevent injuries because of Mission: Zero messages, n=204) Safer lifting techniques 12% Don't do something just because you were told to 3% Other 9% 36

37 Campaign Research Results Risk-taking People are more likely to take risks at home. 41% of people are Likely and Very Likely to take risks at home vs 22% who are Likely or Very Likely to take risks at work. Very likely 5% 7% 6% 7% How likely are you to take risks at work? Asked of all; n=783 17% Very likely 7% 6% How likely are you to take risks at home? Asked of all; n=783 Somewhat likely 20% 25% 24% Somewhat likely Not very likely Not at all likely 1% 8% 15% 16% 15% 25% 30% 34% 38% 39% 43% Dec-14 Dec-13 Not very likely Not at all likely Unsure 1% 0% 1% 1% 28% 27% 31% 34% 40% 39% 41% 46% Dec-14 Dec-13 Jun-13 Dec-12 Unsure 1% 22% Jun-13 37

38 Questions? Heather Getz Manager, Social Marketing Direct: Cell: