For most Australians, the best reasons for staying safe at work are their families, friends and loved ones. To promote and encourage safe, fair and productive working lives, SafeWork SA released the Share Your Reason campaign which asks South Australians to think about work health and safety and encourage them to value and take responsibility for safe and healthy work practices.
Based on a similar campaign run by WorkCover Tasmania, South Australians ware asked to share their reason for being safe at work by lodging a photo and a statement to the Share Your Reason website. The television content of the campaign was comprised of these photos showcasing the reasons for staying safe at work.
SafeWork SA used information from WorkCover SA to identify the priority target audiences for this campaign. There were several audiences, consistent with national priority industries. The highest priority was predominantly male workers aged 25–65 years old workers. The campaign also reached out to these workers’ families, who can influence them to value work health and safety.
The campaign’s focus was on behavioural change so that work health and safety was taken seriously by workers who believe safe working conditions are mandatory.
The Share Your Reason campaign included digital, radio, online and television advertising supported by media liaison and social media outreach.
Overall, market research confirmed that the campaign was effective in getting people to take the initiative for improving their health and safety in the workplace. It was also influential in changing perceptions in the short term in favour of workplace safety.
Some interesting outcomes of the campaign:
- Members of the public uploaded more than 265 photographs during the campaign.
- The primary reasons people identified for being safe at work were “for everyone’s safety” (58 per cent) and so that people “can return home safely to their family” (54 per cent).
- The campaign reached around 70 per cent of the South Australian population with the average viewer seeing each advertisement over ten times.
- Market research in April 2013 and then April and June 2014 found that South Australians considered work health and safety as important as road safety (94 per cent). This level of importance remained consistent throughout the campaign.
- Research also found that two in five workers (43 per cent) had recently heard something about the importance of workplace safety.
- Following the campaign, nearly three quarters (71 per cent) of people felt it was important to take responsibility for workplace safety.
- Around four in five people (80 per cent) believed that their current workplace health and safety policies were effective, with 29 per cent of people likely to report safety hazards and a further 19 per cent likely to fix safety hazards.
The next priority for SafeWork SA is evolving the message and making sure it reaches the identified priority industry sectors consistently.