A review of evaluations of social marketing campaigns in occupational injury, disease or disability prevention

Tuesday, November 11, 2008
Cam Mustard
Institute for Work and Health

More than 60% of Canadians believe workplace accidents and injuries are an inevitable part of life. Many provincial workers’ compensation agencies are focusing on the challenge of changing these public attitudes to embrace values that see preventable workplace death, injury, illness and disease as unacceptable. At present, typical levels of provincial expenditures on workplace social marketing campaigns are in the range of $100 per 100 workers. Refining the effectiveness and efficiency of these campaigns is an important program objective.

The primary objective of this review was to conduct a review of evaluations of social marketing campaigns in the fields of occupational injury prevention, occupational disease prevention or the prevention of disability. In pursuing this objective, our purpose was to identify those evaluations conducted to higher quality standards and to describe the most important results reported from these higher quality studies. A secondary objective was to examine the quality of economic evaluations conducted in this field and to complete, if feasible, an assessment of the cost-effectiveness of social marketing interventions in occupational injury, disease or disability prevention.

The study was supported, in part, by funding from WorkSafeBC (RS2005-SC12)