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Best practice in OHSW mass media campaigns (Australia)

This report, by Centre for Automotive Safety Research, Adelaide, was released in August 2011. It provides a timely review of what is currently known about occupational health, safety and welfare (OHSW) mass media campaign design and evaluation. It examines the use of mass media to effect behaviour change.

The research builds on existing collective OHSW knowledge by improving the evidence base for conducting effective mass media campaigns. An industry review was undertaken to investigate the specific role of mass media in promoting OHSW issues. Interviews with key personnel involved in OHSW communications campaigns provided insights into the processes involved in developing and evaluating mass media campaigns. Australian and international public health literature published during the last decade was also reviewed to examine what elements make an OHSW mass media campaign effective and how future campaigns might be enhanced. The review describes current psychological theories of behaviour change and social persuasion that are relevant to OHSW mass media campaigns. In terms of mass media campaign design, factors that can improve campaign effectiveness were identified, the effects of different levels of advertising exposure were considered and the efficacy of threat appeals and alternatives (i.e. positive emotional appeals) were discussed. Recent campaign evaluations were reviewed to highlight current key issues in OHSW campaign evaluation research. The report concludes with constructive recommendations for best practice for OHSW mass media campaigns.

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