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Campaigns as Means of Prevention
Dr Thomas Kohstall / Dr Annekatrin Wetzstein
Düsseldorf, 4 November 2009
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Content of the lecture
When and where are campaigns applied?
Success measurement of campaigns
Examples from experience
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Definition of „Campaign“
Campaigns involve providing prevention services through a combination
of co-ordinated measures using a variety of resources over a fixed period
of time and in a specific sequence or with a specific interrelationship, in
order to achieve a particular impact on a defined target group at a
particular cost.
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Developing campaign goals(Source: IGA report 8e, www.iga-info.de)
Criteria and data sources
Pre-selection of key workplace accidents and occupational diseases using ranking procedure
Final selection of overarching prevention goals
Definition of subgoals
Signing off ofoverarching goals and subgoals
Regular evaluation and adjustment ofprevention goals where necessary
Consultation of experts
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2.
3.
4.
5.
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Example of goal development process
Overarching goal
Prevention themes
Subgoals
Target employeegroup
Conditions
Behaviour
•Back exercises•Physical exercise
•Heavy lifting•Awkward posture•Productivity pressure •Construction workers
•Miners•Assembly workers•Agricultural workers
Musculoskeletal disorders
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Criteria for successful campaign implementation – key messages
1. What is the campaign supposed to achieve? define specific goals
2. Define target group
3. Develop messages
4. Communication
5. Campaign measures
6. Get people talking about the campaign
7. Initiate change in the target group’s behaviour, opinions, attitudes and feelings
8. Use close co-operation, strong campaign sponsors and co-operation networks Aufstellung und Engagement der Akteure
9. Use umbrella campaigns to support complex campaigns
10. Evaluation of the campaign
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Checking the effectiveness of campaigns
1. Extent of activities and measures involved in the campaign
2. Media resonance
3. Awareness levels
4. Behaviour and change in the target group, such as knowledge, attitudes, behaviour or image
5. Impact within the company
6. Quality of the campaign’s structure and processes
7. Recommendations and advice provided by the people involved in the campaign for evaluation purposes
8. Feedback on the evaluation
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Campaigns in Occupational Safety and Health
Campaigns as means of prevention are benefited from in many countries
Campaigns are often used in order to sensitize the target groups
Checking the effectiveness of campaigns only rarely happens
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Example in Germany“On the Right Foot” (“Sicherer Auftritt”) campaign run by the German Social Accident Insurance during 2003 and 2004
Duration of the campaign: 2 years
Reduction of accidents -26%
Reduction in the cost for insurance payments of about 56,5 Mio. Euro per year
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Example South AustraliaExperience & Outcomes
Experience
Vast majority of employers join willingly
99% of employers support the programme
In many cases engagement continues after intervention complete
Need to continually review and update targeting criteria
Outcomes
Reported 19+% reduction in injury reports overall
93% of employers made changes to OHS policies and procedures
15.1% reduction in total claims, and
17.5% reduction in income maintenance claims (as at 31 May 2009)
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Example South Australia Benefit Vs Cost
Analysis of 2007 Medium size strategy: Cohort of 169 employers: Injury reduction 11.1% better than non-intervention
group Effective injury reduction from intervention
• 1 year Direct W/comp cost avoidance for cohort = ~$2,157,225
• Intervention cost estimate = $1,232,400
1 year Benefit : Cost = 1.75:13-year estimated benefit ratio = 3.5:1
Campaigns as Means of Prevention
Dr. Thomas Kohstall / Dr. Annekatrin Wetzstein
Düsseldorf, 04.11.2009
For further information:[email protected]
