Campaigns as Means of Prevention Dr Thomas Kohstall / Dr Annekatrin Wetzstein Düsseldorf, 4 November 2009

page 2 Content of the lecture  When and where are campaigns applied?  Success measurement of campaigns  Examples from experience

page 3 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.

page 4 Developing campaign goals (Source: IGA report 8e, 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 of overarching goals and subgoals Regular evaluation and adjustment of prevention goals where necessary Consultation of experts

page 5 Example of goal development process Overarching goal Prevention themes Subgoals Target employee group Conditions Behaviour Back exercises Physical exercise Heavy lifting Awkward posture Productivity pressure Construction workers Miners Assembly workers Agricultural workers Musculoskeletal disorders

page 6 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

page 7 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

page 8 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

page 9 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

page 10 Example South Australia Experience & 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)

page 11 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 = 1.75:1 3-year estimated benefit ratio = 3.5:1

Campaigns as Means of Prevention Dr. Thomas Kohstall / Dr. Annekatrin Wetzstein Düsseldorf, For further information: