Marketing strategies for enhancing safety culture

Promotional and marketing strategies can be effective tools for raising and maintaining the profile of occupational health and safety (OHS) within an organization. It is important to maximize the impact of health and safety promotions, and to ensure a consistent, desired message is conveyed. When developing OHS promotional campaigns, consideration should be given to identifying the target audience and the objective of the campaign. The aim is to keep employees focused in a positive and proactive way. Effective communication brings together people, processes, and systems. The challenge is to promote health and safety throughout all levels of the organization, and to find effective strategies such as published materials, displays, media, training and the Internet, to gain management commitment and employee involvement in the decision-making and problem-solving processes which are essential for achieving a positive safety culture. The benefits can go beyond lowering the lost time injury rate, and can include economic and social gains.