P U T T I N G P U B L I C S A F E T Y F I R S T Changing Public Safety Behaviour – Not Easy but It Can be Done! Ontario Municipal Fire Prevention Officers Association Symposium June 2, 2015 Dave Lisle, Director Research and Education

Outline  Social marketing research  Get to really know your audience  Applying social marketing – Carbon Monoxide a case study  Highlights - CO provincial survey

Shared Responsibility for Safety SAFETY IndustryTSSAPublic Government Fire and Emergency Services

Mitigating Safety Risk Public Engagement Strategy:  Defining and understanding public risk perceptions and decisions  Designing and implementing proactive engagement strategies with existing/new partners.  Creating and delivering consistent safety messaging and information in cooperation with safety partners.

Establishing a targeted profile of the Ontarians and their Risk Equation TSSA’s Market Segmentation 5

Segmentation Profile Comparison 6

Three Step Process  Research and Development - why people do what they do and to influence change  Execution – how to affect and measure behavioural change  Leveraging/Partnership – building stakeholder participation

Carbon Monoxide – Applying the Research  Risks due to carbon monoxide exposures leading contributor to overall level of risk  Residences (80+%) and locations with sensitive sub-populations (institutions) most likely to highest risk  Examples  Lack of proper inspection/maintenance for fuel-fired appliances  Unsafe use of fuel-fired equipment (e.g. portable heaters, generators)

Using Public Engagement to Mitigate Risk Engage with the Public to: INCREASE AWARENESS that the risk of CO exists ENHANCE UNDERSTANDING of their role/shared responsibility for mitigating the risk IMPROVE SAFETY BEHAVIOUR by positively influencing them to take appropriate action

CO Research Findings Messaging  Low level of “CO literacy”  Characteristics and consequences understood  Probability of an event – greatly underestimated  Sources – limited knowledge/understanding  Accept limited responsibility  Preventative actions  Skeptical of value  Misunderstood – maintenance versus inspection

Insights – CO  On average ~30% of people do not replace CO alarms (never or greater than 7-10 years – smoke similar)  15-20% of households do not have even 1 CO alarm  Number increases to ~40% when asked about changing batteries  Almost one third feel CO is not a hazard in their home  Approx 60+% believe CO is not a concern because they have an alarm (similar to smoke)  Little awareness or understanding of correct use of CO alarms ( e.g.~30% install in basement)

Insights – Annual Inspections SourceGreater than One Year Never/Cannot Recall Furnace~40%~15% Hot Water Heater~50% Gas/Propane Fireplace ~60%~45% Other Fuel Appliances ~60%~40% Used Certified Technician ~60%~40%

Application of Research  Messaging  Engagement Design  Execution Strategies  Performance Assessment

Direct Mail Campaigns  TSSA’s seasonal booklet series  2014/ mail-dropped to over 1.3 million households in across Ontario

Community Blitz Campaign - TSSA  Strategic Approach:  day direct mail campaign  four elements delivered to every household – “branded materials”  Survey post campaign  Over 600,000 households in 2014/

Campaign Elements 16

Campaign Elements Furnace Sticker Magnet 17

Campaign Elements 18

New Campaign Element 19

CO Safety Kit 2014/2015– campaign reached over 42,000 households in Ontario

Performance Metrics - Examples  Recall  Booklets over 20% (industry benchmark ~2%)  Blitz 35%,  Kits 50%  More informed %  Appeal/Usefulness/Clarity – average 8.5/10

Performance Metrics - Examples  Take additional action – 15%+  Inspection of equipment/appliances - 25%  Install CO alarms - 65%  Increasing understanding of probability

Examples of CO Partnerships

Partnership Campaign  Strategic Approach:  day direct mail campaign - entire City of Kingston  four elements delivered to every household – “branded materials”  Kingston Fire and Rescue door-to-door  Post campaign performance survey 24

Kingston Fire and Rescue Element 25

26 “Do you recall receiving any materials at your home regarding carbon monoxide safety?” Campaign Recall Recall by segment – “yes” responses for all Kingston residents Fire Dept. visit n = 79 No Fire Dept. visit n = 356

27 “After seeing the materials, how much more informed do you feel you are?” Impact of CO Messaging Fire Dept. visit n = 39 No Fire Dept. visit n = 162

Call to Action 28 “ How likely are you to take any additional action in terms of carbon monoxide safety in our home?”

Additional safety actions 29 “What specific actions will/might you take?”

Conclusions  Kingston campaign performed above average – TSSA and KFR  Combination of campaigns enhanced performance  Delivery method performance aligned with other campaigns and with qualitative/quantitative research  Direct mail continues to significantly outperform variety of other methods (confirmed through research/field experience)  Materials rated highly 30

Carbon Monoxide – Provincial Benchmark Highlights  Ontarians gaining knowledge regarding sources of carbon monoxide.  Actions associated with alarms (smoke and CO) remaining stable – suggesting review of alarm messages/campaigns.  There is an upward trend since 2012 in terms of getting inspections and using a certified heating technician to do the work on their gas-fired appliances. 31

32 “What are the potential sources of carbon monoxide in your home?” Sources of CO

“To your best recollection, when was the last time you…?” * *Note: Respondents who indicated “within the past 6 months” shown Safety Behaviours 33

Looking Forward  Supports consideration of future joint campaigns  Insights/results assist in design of future public engagement/education initiatives  Continue to evolve messaging and explore additional engagement strategies 34

Tricks of the Trade  Planning & Design 80+%  Clear, Concise Objectives (2-3)  What gets measured gets done (outcome vs activity)  Learn from every initiative  Nothing ventured nothing gained  Cadillacs are nice but who not all of us can afford to drive em!

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