SPE-165611

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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, United Safety
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Slide 2
The Impact of Behavior on Safety
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• 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
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Slide 3
The Impact of Behavior on Safety
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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 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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The ABC of Behavioral 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
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The Four Elements of Behavior
Slide 5
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• 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.
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How to Change Behaviors
Slide 6
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• 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.

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Approach 1 BBS
Slide 7
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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 seek Success?
NO YES
NO FAILURE ACCEPTANCE SUCCESS SEEKER
YES FAILURE AVOIDER OVER STRIVER
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.
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Slide 8
Approach 1 BBS with Social Marketing
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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
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Slide 9
Approach 1 BBS with Social Marketing
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• 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 ones 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
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Approach 1 BBS with Social Marketing
Slide 10
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Approach 1 BBS with Social Marketing
Slide 11
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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
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Approach 1 BBS with Social Marketing
Slide 12
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• 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
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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
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Slide 14
Social Marketing and Stages of Change
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SAFETY CULTURE MATURITY MODEL
Acknowledgements / Thank You / Questions
IMPROVING SAFETY CULTURE
One-Column Format
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
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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 ÃÂÂ Managing human
  performance, briefing notes." HSE Information
  about health and safety at work. N.p., n.d. Web.
  14 Nov. 2012. lthttp//www.hse.gov.uk/humanfactors/
  briefingnotes.htmgt.
• 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. lthttp//www.hse.gov.
  uk/humanfactors/resources/articles/behavioural-saf
  ety.htmgt.
• Oil and Gas Global Salary guide 2012, Hay group.
• http//www.worksafebc.com/news/campaigns/young_wor
  kers/previous_years/2001/assets/pdf/ywresrep.panth
  onyroberto.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_at_unitedsafety.n
et